![2 Artboard 1](https://decoded-advertising.transforms.svdcdn.com/production/images/work/money-is-changing-2-0/2Artboard-1.png?w=1440&h=1800&auto=compress%2Cformat&fit=crop&dm=1608587334&s=7568258dd4c1ceb8bcbe725cd6a6450c)
We chose progress over products.
![The cost](https://decoded-advertising.transforms.svdcdn.com/production/images/the-cost.jpeg?w=1440&h=810&auto=compress%2Cformat&fit=crop&dm=1607727002&s=4bd70d16ed2bda299951073c4abfb661)
Rather than showing how fast you can check out at stores, we found there was a much bigger unmet need with our audience — that they were uncomfortable with the concept of money.
![Thumbnail data gif cake](https://decoded-advertising.transforms.svdcdn.com/production/images/thumbnail-data-gif-cake.png?w=1440&h=2560&auto=compress%2Cformat&fit=crop&dm=1607727001&s=e0186e7f75919428c87d3a07938d22b5)
![Screen Shot 2020 12 23 at 5 27 27 PM](https://decoded-advertising.transforms.svdcdn.com/production/images/Screen-Shot-2020-12-23-at-5.27.27-PM.png?w=1440&h=2560&auto=compress%2Cformat&fit=crop&dm=1608762469&s=0b408ba5512d934999ea4373bd39c9c8)
So, we developed a platform to break down old taboos and flip the notion that talking about money isn’t feminine, sharing knowledge to fuel conversations and shedding light on the invisible experiences of women everywhere.
![Oscars](https://decoded-advertising.transforms.svdcdn.com/production/images/oscars.jpg?w=1440&h=810&auto=compress%2Cformat&fit=crop&dm=1607726994&s=12e9f8df45fa775c8c40a2379828d9b6)
We showed what progress looks like and we made our point of view visible using partnerships to turn talk into cultural momentum.
![Visa MIC HICI Rapino thumnail](https://decoded-advertising.transforms.svdcdn.com/production/images/VisaMIC-HICI-Rapino-thumnail.png?w=1440&h=2560&auto=compress%2Cformat&fit=crop&dm=1608766423&s=85c8d950ed1b9229a41790e32a55f574)
![Visa MIC HICI Gina thumbnail](https://decoded-advertising.transforms.svdcdn.com/production/images/VisaMIC-HICI-Gina-thumbnail.png?w=1440&h=2560&auto=compress%2Cformat&fit=crop&dm=1608766900&s=8b7cff02b612852275ad4d326241ed32)
![Visa MIC IHCI Shiffrin thumbnail](https://decoded-advertising.transforms.svdcdn.com/production/images/VisaMIC-IHCI-Shiffrin-thumbnail.png?w=1440&h=2560&auto=compress%2Cformat&fit=crop&dm=1608766641&s=5c8a62e50db0ddb80d397c38e621202b)
With a progressive POV, we saw a significant lift in Visa’s innovation perception among millennial women everywhere and helped Visa continue to grow as one of the most valuable companies in the world.
![VISA MIC EFFIES OUTRO02](https://decoded-advertising.transforms.svdcdn.com/production/images/work/money-is-changing-2-0/VISA_MIC_EFFIES_OUTRO02.png?w=1440&h=810&auto=compress%2Cformat&fit=crop&dm=1608782669&s=f56bcd52d642d2505a9331e23db65484)