To celebrate the history of the US Open over the last 50 years, the United States Tennis Association (USTA) launched an integrated, multi-phase campaign called ‘Built For Glory’.
The initiative, developed in tandem with creative agency Mcgarrybowen, aims to act as both a promotion for and a celebration of the New York based Grand Slam with a focus on history, change and equality.
The creative showcases the various things that have built the tournament into one of the world’s elite sports events: from legendary players and great fans, to the world-class stadiums and grounds.
The focus is on the electric excitement, emotion and atmosphere.
The campaign is fronted by a set of three spearhead spots.
The launch film focuses on the iconic rise of US tennis icon Arthur Ashe and his 1969 victory: telling how the US National Championship transformed into the tournament known today as the US Open.
Set to the backdrop of major change and civil unrest across the country paired with a poetic voiceover, the video showcases how this period led to a new era of equality in sports and acted as the tournament’s foundation.
The second ‘50th Anniversary Built By’ spot revolves around an Alec Baldwin narrated history: one which also highlights the contemporary the tournament.
The creative gives props to the ‘fans and the future, challengers and champions, between edited clips of youngsters playing tennis and famous recent champions.
While a third spot, ‘Builders Of Glory’, sees former champion Billy Jean King outline her personal perspective on the fight for equality and give thanks to the tournament organisers for agreeing to go along with the change for equal prize money.
Showing just why the tournament’s huge tennis centre is now named in her honor.
A further, inventive strand of the campaign saw the USTA roll out a series of seemingly simple, single image posters which graphically chart the dramatic winning point of several different US Open tournaments: these range from 2018 champions Naomi Osaka and Novak Djokovic, to the winning championship points by Chris Evert in 1975, Maria Sharapova in 2006, John McEnroe in 1980, Novak Djokovic in 2011, Billie Jean King in 1974, Roger Federer in 2004, Serena Williams in 1999, Arthur Ashe in 1968, Venus Williams in 2000 and Rafael Nadal in 2010.
The campaign was created by an agency team led by chief creative officers Ned Crowley and Kurt Fries, group creative director Lee Remias, creative director Mike Wegener, art director Maddie Reusch, copywriter Calli Hoyt, group managing director Tom Smith, account director Kristen Eglitis, account executive Claire French, strategy director Chris Robertson, director of content production Steve Ross, music producer Libby Morris, producer Kelly Duff, director of broadcast affairs Joann Baker and business manager Alica Townsend.
The production company was Cinema Libertad, the director was Robert Stockwell, the production producers were Mary Ann Dezuiskis and Olivia Curry. The editor were Max Gold and Dianne Lee, graphics were by Framestore Graphics where the graphics producer was Jamie Hoskins, Color grade was by Edwin Metternich.
The media agency was Spero and the digital agency was Horizon.
Comment:
This campaign was part of a step change year for the tournament.
Despite some umpiring controversies and heat challenges, the 2018 US Open saw the launch of a new logo,
the opening of a new stadium,
plus it rolled out the ‘Art Courts’ community project,
and even held the first ‘Tennis In Space’ match.
Links:
USTA
https://www.instagram.com/usta/
https://www.facebook.com/USTA/
Mcgarrybowen
