“The campaign shows tennis in a light where it’s cool not to be cool."
Tennis Australia has launched a new Get Your Racquet On campaign designed to bring people back to the sport of tennis by encouraging them to book an Open Court Session, a new social activity that just happens to involve… tennis!
Landor’s brief was to develop a creative concept to support Tennis Australia’s vision to create a playful world through tennis, for its extensive Get Your Racquet On marketing campaign launching during Australian Open 2020.
“We wanted to present tennis as a fun and social game in a humorously relatable way,” Landor design director Abi Singmin says.
“The campaign shows tennis in a light where it’s cool not to be cool. We took a candidly unserious approach to create imagery and a TVC that’s comical and vibrant, flipping the game on its head to resonate with the everyday lapsed player, new player or die-hard tennis fan alike.
“We then played with this contrast by off-setting the highly stylised aesthetic with the amateurism of these players that have no idea what they’re doing. Amusing scenarios, down-to-earth fun copy lines with a definite hint of nostalgia."
Designed for all level of players from 25 to 45 years Open Court Sessions will be available at tennis clubs throughout Australia from February.
The 90-minute session will include modified tennis in a fun and social environment combined with music, and sometimes a drink or snack.
Credits
• Creative: Landor
• Motion: Entropico (Director: Imogen Grist)
• Photography: SEA (Photographer Daniel Boud)
