Landor: You don’t have to be like Barty to play

One of the quirks of human nature is that they get interested in playing sport while they’re sitting around watching someone else doing it. Interest in playing sport rises during international sporting events. But it’s not a forever interest, it’s more a mood of the moment.

That mood has to be captured and nurtured at the right time. Tennis Australia and Landor have captured the Australian Open’s tennis mood of the moment in their campaign, Get Your Racquet On, designed to bring people back to playing tennis by making it accessible and fun for all. The campaign also introduces them to a new social tennis activity, Open Court Session.

Landor’s brief was to develop a creative concept to support Tennis Australia’s vision to create a playful world through tennis.

“We wanted to present tennis as a fun and social game in a humorously relatable way,” said Abi Singmin, design director, Landor.

“The campaign shows tennis in a light where it’s cool not to be cool. We took a candidly unserious approach to create imagery and a TVC that’s comical and vibrant, flipping the game on its head to resonate with the everyday lapsed player, new player or die-hard tennis fan alike,” she explained.

“We then played with this contrast by off-setting the highly stylised aesthetic with the amateurism of these players that have no idea what they’re doing. Amusing scenarios, down-to-earth fun copy lines with a definite hint of nostalgia.”

Jessica Murphy, general manager, Landor Melbourne, added, “We are very excited to kickstart the new year with such a creative and distinctive body of work for Tennis Australia, following on from previous work Landor did with the rebrand of the Australian Open. We are looking forward to continuing our strong collaborative partnership with the Tennis Australia team.”

Open Court Sessions – 90 minutes of tennis plus a fun attitude and music – are designed for all level of players from 25-45 years and will be available at tennis clubs throughout Australia from February.