The Australian Open ‘Hits Different’ according to new campaign
Tennis Australia has launched new creative for next year’s Australian Open, which juxtaposes the relaxed nature of Aussies with the intensity in which we follow sport.
Created by BMF, the new brand platform will be featured at all Tennis Australia events, with the below Australian Open 2024 campaign the first under the new ‘Hits Different’ brand platform.
The Australian Open campaign will feature across TV, BVOD, OOH, Social, Digital, and owned channels, and marks the first work from creative agency BMF since winning the account in May.
“Australians don’t take themselves too seriously, but we take sport very seriously indeed,” notes Britt Wickes, Tennis Australia’s head of event marketing.
“By mirroring this cultural truth in ‘Hits Different’ and adding the dimension of competitiveness to playfulness and inclusivity, we’re celebrating the Australian way of playing tennis and the role it plays in Aussie culture.”
Alex Derwin, Chief Creative Officer at BMF, adds: “Sport, entertainment, glamour, lobster rolls – what more could you want from a client? And what a client they’ve been. Since day one we’ve had a shared ambition for the work and an open and honest conversations at all levels of our business. We’re very proud of this campaign, and super excited for everything tennis that’s to come.”
CREDITS:
Client: Tennis Australia
Chief Commercial Officer: Cedric Cornelis
Head of Events Marketing: Britt Wickes
Head of Tennis Brand Marketing: Carly Duncan
Marketing Manager: Romina D’Amico
Marketing Manager: Kathleen Orlowski
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Casey Schweikert and Rees Steel
Head of Art & Design: Lincoln Grice
Design Lead: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Client Services Director: Edward Hughes
Senior Account Director: Rebekah O’Grady
Account Manager: Lewis Chan
Head of TV: Jenny Lee-Archer
Agency Producer: Jess Vella
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist Stacey Harrad Chantler
Production Company: Buck
Executive Creative Director: Gareth O’Brien
Associate Creative Director: Luke Saunders
Senior Art Director: Sam Scopelitti
Executive Producer: Erica Ford
Senior Producer: Jordan Howes
Music & Sound Production: Otis
Media: PHD Melbourne
