|Title||MARK OF A CHAMPION|
|Product / Service||THE AUSTRALIAN OPEN|
|Category||A06. Promotional Items|
|Entrant||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Entrant Company||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Advertising Agency||CUMMINS & PARTNERS Melbourne, AUSTRALIA|
|Production Company||TOVO Brunswick East, AUSTRALIA|
|Aaron Lipson||Cummins/Partners||Art Director|
|Sean Cummins||Cummins/Partners||Chief Executive Officer|
|Jason Ross||Cummins/Partners||Executive Creative Director|
|Jim Ingram||Cummins/Partners||Executive Creative Director|
|Ben Couzens||Cummins/Partners||Executive Creative Director|
|Nigel Camilleri||Cummins/Partners||Agency Producer|
|Hayden Isaacs||Cummins/Partners||Group Account Director|
|Lorelle Silveira||Cummins/Partners||Account Director|
|Katie O'callaghan||Cummins/Partners||Account Director|
|Kirsty Muddle||Cummins/Partners||Chief Media Officer|
|Jo Juler||Tennis Australia||Marketing Manager|
|Tanya Tribuzio||Tennis Australia||Marketing Manager/Events|
We handed Rod Laver a racquet to create a limited edition series of artworks – his “brush” an old wooden racquet, his “canvas” a white studio. Each artwork embodies the true mark of a champion. We captured ‘The making of’ on film to be shared. Just one of the unique artworks was auctioned for charity. The objective: to share the story of one of the world’s greatest tennis champions, inspire fans to attend Rod Laver arena and inspire the next generation. In doing so, we celebrated The Australian Open on the world stage.
Our task was to celebrate Australia’s iconic Grand Slam tennis tournament, The Australian Open. A global event watched by an audience of 350 million, we wanted to draw attention to Australia’s rich history as one of the greatest tennis nations. We chose to immortalise the namesake of our main area – Rod Laver. One of the greatest players of all time, Laver has won more Grand Slam titles than anyone in history.
Each one-of-a-kind artwork embodied the true mark of a champion, inspiring the next generation to make their own mark on the game. The ‘making of film’ associated the successes of Rod Laver with Rod Laver Arena – a building created in his honour for all that this champion has given to tennis, raising the profile of Australia’s Grand Slam tennis event.
The unique pieces were bestowed on the world’s foremost tennis dignitaries, with many gracing esteemed trophy cabinets and public displays including Wimbledon, Roland Garros and the US Open. Only one was made available to the general public in an online charity auction, which attracted attention the world over, raising funds for the Roger Federer Foundation and raising the profile of Australia’s Grand Slam tennis event. And when the ‘making of’ film was picked up by the media and aired during the tennis broadcast for zero media cost, it left a lasting impression on the 1.7 million Australians who viewed it.