TAG Heuer has got its sight set on the future of tennis.
To ignite the luxury watchmaker’s move into the sport, they delivered us a brief with an innovative and disruptive edge, challenging Progress to create a multi-asset campaign that would not just propel the brand into tennis culture but kick down the door of the established sport. This tantalising brief was compounded by the complex production requirements that had to accommodate 4 of the world’s best tennis players during a grand slam tournament.
The Hero Spot
Leading the campaign was the hero film and commercial for TV and cinema worldwide. This would be a gritty concept that embodied the hard work that goes into being an elite tennis player, a far cry from the clean, fresh face of Federa and previous perception of tennis culture.
Our script was aggressive and our visuals dirty. The outcome was disruptive to its core.
Progress’ unique approach enabled us to develop boundary pushing creative, hand in hand with practical logistics. This duality to our methods led us to approach the brief in a pragmatic and holistic fashion. Production limitations became creative opportunities and the concept soared.
Progress’ unique approach enabled us to develop avant-garde creative, hand in hand with insightful logistics. This duality to our methods allowed us to push every element of the brief in a pragmatic and holistic fashion. Production limitations became creative opportunities and the concept soared.
To amplify the release of the hero film and cement TAG Heuer’s move into the sport, we developed 4 individual pieces of branded content to be released via digital channels. Each piece focused on an individual tennis star and succinctly expressed their story to date, whetting the appetite of existing fans and enticing new ones with authentic stories of adversity.
A third thread of digital activations were created to offer the brand opportunities to be reactive throughout the tennis calendar. The chosen platform was Instagram Stories and the content was created in a 9:16 ratio for a mobile first audience. Shot on green screen during our hero shoot day, this content was designed to be ready and released at speed in response to big wins or newsworthy occasions, leveraging historical tennis moments toward the brand. Finally, a body of striking photography was created to be used both digitally and at point of sale.
We conceived and delivered this 360 campaign that spanned TV, cinema, digital and social. A campaign comprised of 1 hero film, 4 pieces of branded content, 12 reactive social stories and 28 evocative photographs. This campaign to break tennis and herald a new wave of iconic heroes.