Visa needed to bring its global platform, The Power of Small Steps, to life in the Middle East in a way that resonated across the region. The goal became all about highlighting every transaction as a single step of progress.

Mo Salah is the number one idol in the Middle East and North Africa (MENA). Everyone knows his story — he wouldn't have made it without the people who supported him every step of the way: his coaches, his family, even the street vendors and bus drivers who fueled his journey. But most significantly, the fans who sing his name in their iconic chant. The name an Arab, a Muslim echoes through billions of TV sets across the globe. His influence goes beyond football; he is the ultimate role model for an entire region