Visa, as a sponsor of the FIFA Women's World Cup 2023™, has always supported women's football and has closely witnessed the hatred circulating on social media surrounding it. Therefore, they have sought the best way to turn that hatred into the support these players deserve, creating the campaign 'Cards that Matter.'

With such a beautiful message, they only needed one thing – how to express it on a massive scale? At WOT, we studied who the perfect ambassador for this campaign would be and thought that Ludmila da Silva, a player for Atlético de Madrid and the Brazilian Women's National Football Team, would be the ideal person.

The player went to the city center of Madrid, Callao, where through a massive event, the aim was to raise awareness about the importance of supporting women's football and its protagonists, setting aside hatred. Real testimonials from Ludmila were used to convey this message.