The first work from BMF since winning the account in May.
Tennis Australia, ahead of the Australian Open in January, has launched brand platform ‘Hits Different’, celebrating the unique way Australians play and watch tennis.
Created by BMF, the long-term brand platform will be rolled out across all Tennis Australia’s events and participation initiatives including The Australian Open.
The campaign Australian Open 2024 is the first campaign to launch under the new ‘Hits Different’ brand platform.
The Australian Open campaign – which will air across TV, BVOD, OOH, social, digital, and owned channels – highlights the contrast between the competitiveness and relaxed social atmosphere of Aussie tennis, which is what separates it from the rest of the world.
‘Hits Different’ is the first work from creative agency BMF since winning the coveted account in May.
Britt Wickes, Tennis Australia’s head of event marketing, said Australians don’t take themselves too seriously, but they take sport very seriously indeed.
"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 Australian culture," said Wickes.
Alex Derwin, chief creative officer at BMF, said sport, entertainment, glamour, lobster rolls - what more could someone 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," said Derwin.
"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
