Excellent leaning into the frame this week from Visa, whose agency Whybin\TBWA in New Zealand spotted a gap in popular culture and plugged it. The ‘Twitchhiker experiment sees Twitterer Paul Smith attempting to make his way as far as possible from his England base relying only on the kindness, and suggestions, of the rest of the community. Not wanting to see a good man starve, Whybin sent Smith four prepaid Visa cards to help him on his way. His departure also happily coincides with the launch of the new global Visa campaign, and it can’t hurt that he appears to be wearing a TBWA T-shirt in several pictures. More here.