As Wimbledon fortnight approaches, the WTA has unveiled additional elements to its new ‘40 Love’ campaign which celebrates its 40th anniversary.
The creative features some of the biggest stars of the women’s game from past and present: including this year’s top Wimbledon seeds Serena Williams and Maria Sharapova, as well as previous champions Billie Jean King and Chris Evert.
New print work, consisting of a set of five one-page press ads, pairs a legend of the game with a current star and use the copy line ‘Forty years of breaking barriers. Thank you for inspiring us’.
The anniversary will also be celebrated by a one-time gathering of former world No 1s in London.
This is just part of a global print, TV and digital initiative that has been developed by the WTA’s in-house creative team led by chief marketing officer Andrew Walker and global marketing and PR VP Mary Jane Orman, alongside design agency Chermayeff & Geismar & Haviv and post-production outfit Visual+Aid.
The executions, which carry the governing body’s new ’40 Love’ strapline, include both 30- and 60-second TV spots with archive and contemporary footage such as ‘Give’
and ‘Time Flies’
Both ads are narrated by WTA founder Billie Jean King.
The initiative was first launched with a new ‘Heart/40’ logo device at the BNP Paris Tournament in Indian Wells tournament in March 2013, coupled with promotional work fronted by Maria Sharapova.
The campaign is being further amplified across the WTA digital platforms including its facebook page and Twitter feed.
Comment
Kings revolutionary, ground-breaking role in the development of women’s tennis makes her the perfect front-person for the campaign
‘The WTA has a storied history that is both inspirational and empowering,’ said Stacey Allaster, chairman and CEO of the WTA. ‘Billie Jean King’s vision has become a reality, and 40 LOVE is a celebration of the world’s No 1 sport for women.’
The campaign follows the WTA’s previous 2011 brand work titled ‘Strong Is Beautiful’ (see previous case study) and sees the organisation continue to build its reputation for creatively powerful campaigns that combine aesthetics with empowering and inspiring messages
Links:
TV Spot 1:
http://www.youtube.com/watch?v=ygshKI73dkI
TV Spot 2:
http://www.youtube.com/watch?v=_B179-KRzLE
WTA Website:
WTA on Facebook:
WTA on Twitter:
