Corona Promo, Case study CORONA TENNIS TRIBUTE by Clear Channel, J. Walter Thompson Barcelona

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CORONA TENNIS TRIBUTE

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Spain
Agency Clear Channel
Agency J. Walter Thompson Barcelona
Executive Creative Director Jaime Chavarrri
Creative Director Ivan De Dios, Javier Wandosell Advertising
Art Director Alberto Farre
Copywriter Angela Garcia, Jose Manuel Hoyos
Producer Antonio Ortega
Released April 2012

Credits & Description

Category: Best Use of Outdoor
Advertiser: GMODELO
Product/Service: CORONA BEER
Agency: JWT SPAIN
Agency: CLEAR CHANNEL International
Executive Creative Director: Jaime Chavarrri (JWT Spain)
Creative Director: Ivan De Dios (JWT Spain)
Creative Director: Javier Wandosell (JWT Spain)
Interactive Creative Director: Curro Rubira (JWT Spain)
Art Director: Alberto Farre (JWT Spain)
Copywriter: Angela Garcia (JWT Spain)
Copywriter: Jose Manuel Hoyos (JWT Spain)
: (JWT Spain)
: Estudio Espada Y Santacruz
Producer: Antonio Ortega (JWT Spain)
Media placement: BILL BOARD 2 X (8M X 3 M) - CLEAR CHANNEL - 29.04.2012

Insights, Strategy & the Idea

The goal was to position Corona as the main ATP sponsor and there is no better way to do that but showing that we really care about tennis.

Our target is a tennis lover. Someone able to get emotional with anything related to this sport, as if it was the greatest artwork. And this is precisely our insight: There are some legendary matches that have touched us like the best piece of art.

Via this project, Corona gets a strong positive branding image impact that not only gives to its target the essence of tennis but it also gets that an inconceivable project few years ago, nowadays has become a reality that pay homage to tennis as it deserves.

Creative Execution
The media used is print, but not in a traditional way. For making real those prints, first we had to understand this sport from a more scientific approach based on a University of Surrey’s work that allowed us to follow a match having the score always under control.

Then, we developed a tracking system that captures from a video of each match the exact path of the ball in real-time.

Once the tracking is done, a personalized syntactic analyser transforms this data into trajectories that will be posteriori rendered in three dimensions.

The resulting 3D model of each match is adapted making it able to display every single service, point and moment of these three matches in three different prints.

Results and Effectiveness
The campaign is part of the global sponsorship agreement with ATP. At this moment is on air.