This unit was part of a campaign designed to raise awareness of Visa’s sponsorship of the Olympic Games and Visa’s commitment to bringing Olympic athletes closer to their dreams. The insight behind the campaign is that it’s all about the athletes. This creative lets the athletes be the stars by doing what they do best -- breaking records and exceeding what’s expected, literally breaking the bounds of the ad space. Part of Visa’s commitment to being a considerate advertiser is carefully considering where they run ads that cover Web content, assuring relevance of the message. In the case of this creative, the buy was on Olympic content and the interruption was minimal. Through a Millward Brown study, we learned that respondents exposed to the campaign had significantly higher sponsorship awareness than those who were not exposed. In addition, campaign exposure helped move key brand attributes associated with Visa’s sponsorship.