‘No skill, no racquet, no mates required’: Tennis Australia looks to get more adults on the court
Tennis Australia has launched a marketing push to get more adults onto the court for social games of tennis.
The ‘Get Your Racquet On’ campaign encourages people to drop their inhibitions about playing tennis and enjoy the social, modified matches available at Tennis Australia’s open court sessions that have “no skill, no racquet, no mates required”.
The 90 minute open court sessions will occur at clubs throughout Australia from February and are designed for players aged 25 to 45 years of all skill levels. The social games will be accompanied by music, food and drinks.
WPP AUNZ’s Landor was behind the campaign.
The static executions for the campaign
Design director, Abi Singmin, said: “We wanted to present tennis as a fun and social game in a humorously relatable way.
“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.”
Jessica Murphy, general manager of Landor Melbourne said: “We are very excited to kickstart the new year with such a creative and distinctive body of work for Tennis Australia, following on from previous work Landor did with the rebrand of the Australian Open. We are looking forward to continuing our strong collaborative partnership with the Tennis Australia team.”
Credits
Creative: Landor
Motion: Entropico (Director: Imogen Grist)
Photography: SEA (Photographer Daniel Boud)
Couldn’t they have at least considered some diversity in the casting?
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Might be time to make that booking with the optometrist you’ve been putting off Johnnie.
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No matter how good you are at tennis you can never beat a wall.
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Saatchi & Saatchi Australia must be so desperate to take on this poisoned piece of business
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