Brandammo were approached by Dunlop in 2011 to strategise, design, develop and implement a global advertising campaign to support the launch of their biggest and most ambitious tennis product launch to date.
The Dunlop Biomimetics tennis range is centred around three unique technologies inspired by nature. The brief required Brandammo to take control of the entire campaign from developing a clear and relevant strategy, to design and development of a range of advertisements for a staged global rollout throughout 2012.
Working directly with Dunlop’s product development team, it was agreed that the central message for the campaign should centre around the transference of the ‘power’ of nature via the product attributes to the end-user, resulting in the player benefits of speed, power and control.
The concept that followed was centred on placing Dunlop Tour players in surreal tennis environments where they are shown literally displaying the abilities of the animals related to the three technologies. Through linking the players to nature in a visually appealing, intriguing and exciting way our aim was to emphasise the benefits of the product range through the physical actions of the players.
To support the highly scientific nature of the technology, we also decided to overlay the images with HUD style graphics (intended to suggest a futuristic science experiment), which we could then be incorporated throughout the campaign. The visual style was also decided upon at concept stage, as the surreal science-fiction concept would require a specific look that would meet somewhere in the middle of fantasy and reality.