TBWA\New Zealand has won a major new partnership, being appointed by Haier across New Zealand and Australia after a competitive pitch process. Effective immediately, TBWA\NZ will supercharge Haier’s sponsorship of the Australian Open (AO) across the region.

Haier, the No.1 appliance brand globally, has a growing global association with tennis. The partnership will develop a campaign that connects the brand’s love of innovation and performance with the world of tennis.

The first phase of work is now live across OOH and digital channels, highlighting premium Haier appliances styled within the blue courts of the AO – with court lines reimagined as home floorplans.

Katrina Glenday, executive vice president product lines and marketing at Fisher & Paykel Appliances, stated, “We’re delighted to appoint TBWA\New Zealand as our agency partner to support Haier’s commitment toward global tennis. Their disruptive thinking and collaborative energy stood out from the start. We were looking for a team that could help us think differently about how we connect Haier’s story of innovation and design with audiences across Australia and New Zealand – and TBWA\NZ delivered exactly that.”

Alex Smith, head of marketing, Haier Australia & New Zealand, added, “The Australian Open is one of Haier’s most exciting global partnerships, and this work marks a bold new chapter in how we bring that to life locally. TBWA\NZ have captured the spirit of the AO and the essence of the Haier brand – blending performance, style, and innovation in a way that feels fresh, distinctive, and unmistakably Haier.”

The creative is the start of a larger brand campaign set to roll out in the lead-up to the summer of tennis in January.

Shane Bradnick, TBWA chief creative officer, commented, “Haier is one of those rare brands that blends real-world purpose with a challenger mindset. The Australian Open work was our first opportunity to bring that spirit to life – positioning Haier’s innovation and style in a bold, unexpected way that makes people look twice.

Catherine Harris, CEO, TBWA\New Zealand, added, “Haier is in more homes than any other appliance brand in the world – but their ambition is anything but ordinary. We’re thrilled to partner with a brand that’s hungry for growth and ready to do things differently. This is just the beginning of what’s to come.”