Live From New York, It’s Visa

LOS ANGELES Visa has taken its “Life takes Visa” campaign to the streets of Greenwich Village in New York this weekend via an art installation initiative, according to Michael Rolnick, client director of corporate relations.

Trish Grantham was among the dozen artists chosen by the San Francisco-based client to participate in various art and fashion projects, Rolnick said. Weather permitting, Grantham will complete an outdoor mural at a corner of 7th Avenue and 10th Street over the weekend. She will work in full public view as part of the project’s public appeal.

Below the billboard, other artists’ work will be showcased, Rolnick said. “It extends the breadth of the campaign in allowing people to use their own vision,” he said. “Once it’s up, we are projected to run for several months.”

“The program is a way to extend the brand into people’s lives,” said Rob Schwartz, executive creative director at Omnicom Group’s TBWA\Chiat\Day, Visa’s lead agency in Playa del Rey, Calif. “One of the things we want to do is empower people and put Visa as much in their hearts as in their wallets.”

Schwartz said the live billboard idea “is that life takes self-expression. We’ll be sponsoring other artists to express themselves and communicating, by the way, here’s your Visa card to pay for art supplies.”