Title | MARK OF A CHAMPION |
Brand | TENNIS AUSTRALIA |
Product / Service | THE AUSTRALIAN OPEN |
Category | A01. Mailings |
Entrant | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
Entrant Company | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
Advertising Agency | CUMMINS & PARTNERS Melbourne, AUSTRALIA |
Production Company | TOVO Brunswick East, AUSTRALIA |
Name | Company | Position |
---|---|---|
Chris Ellis | Cummins/Partners | Copywriter |
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 |
Steven Tortosa | Cummins/Partners | Creative |
Christopher Tovo | Tovo | Director |
Hayden Isaacs | Cummins/Partners | Group Account Director |
Lorelle Silveira | Cummins/Partners | Account Director |
Katie O'callaghan | Cummins/Partners | Account Director |
Nigel Camilleri | Cummins/Partners | Agency Producer |
Graeme Phillips | Cummins/Partners | Editor |
Jo Juler | Tennis Australia | Marketing Manager |
Tanya Tribuzio | Tennis Australia | Marketing Manager/Events |
The Australian Open is a global tennis event watched by an audience of 350 million. The world’s foremost tennis dignitaries were invited. So to celebrate Australian tennis on the world stage, we created a unique gift celebrating the namesake of our main arena: Rod Laver, 75.
We presented V.I.Ps with an individually numbered and signed piece of history, and a DVD showing ‘the making of’. Not only did each unique artwork embody the true mark of a champion, the film captured the heritage of tennis in Australia, raising the profile of this Grand Slam tennis event on the world stage.
To target the world’s foremost tennis dignitaries, we leveraged the tennis player with more Grand Slam titles than anyone in history – Rod Laver. He picked up a racquet to create a limited edition series of artworks. His “brush” an old wooden racquet, his “canvas” a white studio. We created 50 one-of-a-kind artworks, and captured it all on film. Our initial aim was to engage only 50 VIPs, but the project took on a life of its own.
The unique pieces were bestowed on the world’s foremost tennis dignitaries. 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 – almost 10% of Australia's population.