Tennis Australia and Sunday Gravy partner to promote United Cup
Tennis Australia last month launched its United Cup campaign ahead of the world-first mixed tennis tournament.
Created by Sunday Gravy, the campaign went live on November 20 ahead of the competition, which ran from the December 30 to January 8 in the lead-up to the Australian Open.
The new format invites the best players from men’s and women’s competitions to unite and play side by side in a game that was previously reserved for the Olympics.
Launching with the platform, “See the game”, the new campaign encourages fans to see past genders, and see the game as it should be played.
By removing players from the game, the 30-second hero spot allowed viewers to witness tennis without the bias of men, women or stars. As floating tennis rackets played a ball back and fourth, music builds in anticipation before culminating with the revelation of the names of some of the best-known players to join the tournament – including Nadal, Sakkari, Swiatek and Pegula.
“We had the pleasure of working with LA-based director, Scottie Cameron and global production house, The Mill to bring to life our strategic platform in a unique way,” said Jack White, Managing Director of Sunday Gravy.
The campaign rolled out across OOH, Digital Display, social, TV and online video, and concluded on January 8.
Credits
Agency: Sunday Gravy
Director: Scottie Cameron
Production: Go Atticus
Post Production: The Mill
Client: Tennis Australia
Media agency: Phd
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