The United Cup, a world-first mixed tennis tournament, came to an end over the weekend and Sunday Gravy developed “See the Game,” a platform designed to encourage sports fans to look past the gender of the athletes playing it.
The United Cup, pioneered by Tennis Australia as well as the men’s ATP Tour and Women’s Tennis Association (WTA), saw the leading tennis stars of all genders from 18 nations competing together for equal ranking points and equal prize money.
Working with LA-based director, Scottie Cameron and global production house, The Mill, Sunday Gravy’s campaign saw the players removed, allowing fans to witness a game of tennis without the bias of men, women, or stars.
The campaign featured across OOH as well as online.
The introduction of the new United Cup format, held between December 29- January 8, saw the best players, including Nadal, Sakkari, Swiatek and Pegula, come together to “smash barriers” by playing side-by-side on an equal playing field — something previously reserved for the Olympics.
Agency: Sunday Gravy
Director: Scottie Cameron
Production: Go Atticus
Post Production: The Mill
Client: Tennis Australia
Media agency: Phd