Visa had already become known for its emotional, tearjerker stories during the Olympics. But this time around, we wanted to make it more inclusive and bring fans into the story. So we built the whole campaign around a single human truth: When we cheer on athletes, they do better. 

We kicked it all off with The Difference, which follows three iconic Olympic moments and wonders if they would have happened if no one had cheered.

Then we took our Go World theme to heart and encouraged the world to cheer on their favorite athletes. Through a central digital hub, we let people use their virtual cheers to root on their favorite athletes. People could record and submit their cheer. Plus every tweet, post, like and share also counted as a cheer and helped build global momentum.