Mastercard and McCann channel Pharrell's Happy in the first campaign of three year deal for the Australian Open
Mastercard has kicked off its Australian Open 2017 'Sponsor of the Happy Slam' activity with the first campaign of a three-year sponsorship deal.
Creative agency McCann partnered with sports and entertainment agency Octagon and interactive agency, the Digital Arts Network Sydney, to bring home-viewers face-to-face with the tournament through a multi-platform campaign.
The first ad for 'Happy Slam' is a 30-second teaser where footage from previous years of the Open has been edited to look as though tennis stars and fans are dancing in time with Pharrell's hit Happy.
The theme of 'happy' was an obvious choice for the tournament says Adam Lee, managing director of McCann Sydney. “The Australian Open is... so fun, laid-back and light-hearted. It's really social, its actually known colloquially known as the 'Happy Slam'," Lee says.
As well as various ads which will roll out during the Australian Open, the campaign is also introducing an interactive digital and on-site tournament which will allow fans to compete in a virtual game of tennis.
Digital Arts Network has also created a 'happiness meter' which will track and monitor the levels of happiness at the Open and be used to unlock 'Priceless Surprises' throughout the event, both online and court side, to tie into the Mastercard's overarching 'Priceless' brand.
Want more? Check out: Mastercard secures partnership with the Australian Open.
