NADAL'S UMPIRE DISAGREEMENT

TitleNADAL'S UMPIRE DISAGREEMENT
BrandUBER
Product / ServiceUBER EATS
CategoryA12. Innovation in Production
EntrantREVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Idea Creation SPECIAL GROUP Sydney, AUSTRALIA
Media Placement MEDIACOM Sydney, AUSTRALIA
Production REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Additional Company TENNIS AUSTRALIA Melbourne, AUSTRALIA
Additional Company 2 CHANNEL 9 MELBOURNE, AUSTRALIA

Credits

Name Company Position
Tom Martin Special Group, Sydney Executive Creative Director
Julian Schreiber Special Group, Sydney Executive Creative Director
Nick Cole Special Group, Sydney Creative
Pat Allenby Special Group, Sydney Creative
Lindsey Evans Special Group, Sydney Chief Executive Officer
Cade Heyde Special Group, Sydney Managing Partner
Tori Magill Special Group, Sydney Business Lead
Will Sealey Special Group, Sydney Account Manager
Stephanie Wilkinson Special Group, Sydney Account Manager
Meredyth Judd Special Group, Sydney Executive Producer
Celia Garforth Special Group, Sydney Strategy Director
Emily Stewart Special Group, Sydney Casting Director
Laura Midalia Special Group, Sydney Producer
Sharon Gray Special Group, Sydney Digital
Jess McLallen Special Group, Sydney Digital
Lachlan Stewart Special Group, Sydney Social
Jeff Seeff Special Group, Sydney Social
The Glue Society Revolver/Will O'Rourke Director
Ian Iveson NA Producer
Michael Ritchie Revolver/Will O'Rourke Managing Director/Executive Producer
Jasmin Helliar Revolver/Will O'Rourke Executive Producer/ Producer
Pip Smart Revolver/Will O'Rourke Executive Producer
The Glue Society Revolver/Will O'Rourke Post Production

Write a short summary of what happens in the film

In each of these films, the coverage of the tennis during a specific tennis match is replicated down to the smallest detail, so viewers can in no way detect the difference until the moment the tennis player or tennis support staff suddenly turn to camera and announce their dinner order on Uber Eats.

Cultural/Context information for the jury

Contrary to common assumption, the largest part of the Australian Open event is in fact, the TV coverage. 13 million Australians watch the tennis. We have all been trained to expect exactly what it looks like. To make the best use of our sponsorship and ad-space, we created innovative films that instead of standing out, perfectly blended in. We achieved a world-first level of brand-integration into a live sporting-event. Possible through a combination of both on-the-ground & broadcast sponsorship, ads replicated the event (so viewers couldn’t tell the difference!). The result, was an engaging cultural-moment that made UberEats, synonymous with tennis.

Tell the jury about the innovation and advancements used during production. You may wish to comment on the inventive use of new or existing technology to enhance the final execution.

This campaign set out to achieve a never-before-seen level of product and brand integration to hijack the coverage of a live sporting event. It was only possible by harnessing a unique combination of both an on-the-ground event sponsorship and broadcast sponsorship of the Australian Open tennis tournament. We had to use the crew, courts, players, staff, tv assets and every other part of the real event coverage combined with nimble live media placement. A huge task, but the result made a brand that would normally be cluttered in with other event sponsor completely stand out - by perfectly blending in.

Links

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