Every point. Every match. Every moment.
Everything adds up.
It is the central message of the new communication platform and global marketing campaign launched by the professional tennis circuit. ATP Tour to bring men’s competition closer to the general public. Designed by the creative agency Wieden+Kennedy London and articulated under the concept “It all adds up” is to connect the brand with the new generations.
To do this, it focuses, on the one hand, on the entertainment elements that characterize the sport and in the current tennis starslike Novak Djokovic or Carlos Alcaraz; and on the other, in very dynamic visual codes aimed at capturing the attention of users on social networks.
The campaign consists of five 30-second audiovisual pieces that focus on four pillars of tennis and the tournament: “different drama”, that celebrates the moments that keep fans on the edge of their seats; “fierce quarrels”, that explores what makes confrontations between players unforgettable; “struggles and successes”, focused on mindset and attitude; and “savor the show”, which focuses on the atmosphere, lifestyle and passion of the tournament.
The pieces have been produced by WracK, Wieden & Kennedy London’s in-house production team.
The campaign also includes iterations for social networks focused on the players, their career, personality and playing style. Janick Sinner, Novak Djokovic and Carlos Alcaraz are some of its protagonists. The pieces include animated titles as if it were a rally in a game and motivational messages such as “Fear the competition or be the competition” or “Don’t be loud, be lethal.”
In addition, the campaign also has graphic creatives static images that seek to convey the emotion of each moment of tennis and the personality of the players in a single impact. These are photographs of key plays during the games, accompanied by motivational messages, the names of the athletes and their signatures.
“ATP Tour players deliver impressive athleticism and emotionally charged drama week after week at our spectacular tournaments around the world“commented Andrew Walker, Senior Vice President of Brand and Marketing of the ATP Tour, as reported by Campaign.
He also points out that the campaign’s creative focus on the essence of what makes men’s professional tennis a point of passion for fans around the world is what will help the competition to get new fans, improve engagement and bring the ATP Tour into cultural conversations.
For its part, the agency points out that the intention has been to develop a different visual language that helps the tournament differentiate itself from other sports brands.
The campaign will run globally on ATP’s own channels and those of its broadcast partners, and will also feature the collaboration of the players. “It all adds up” has been officially launched within the framework of the Australian Open, which is being held this month in the country.
