Agency: Octagon Australia
Campaign scope: The pan-Asian 'Your game, your way' campaign includes three TVCs, digital, outdoor, print and radio. It coincides with ANZ's sixth year sponsoring the Australian Open and third year sponsoring the Shanghai Rolex Masters.
In addition to Djokovic, the ATP's current number-one player (see video above), the campaign includes TVCs devoted to former star Michael Chang, upcoming Korean player Lee Duck Hee and an 8-year-old Australian hopeful identified only as Anna. (See all the videos below.)
Campaign Asia Pacific's comments: We appreciate the thought the agency and brand obviously put into choosing the video subjects to appeal across a wide range of demographics and geographies. As the first player of Asian descent to reach the game's upper echelons, Chang is a hero to many across the region. Lee, a 16-year-old Korean currently ranked 505th, has a particularly compelling story—he's deaf but sees the condition as an advantage. And the little girl, a rural Australian just starting to play the game, is undeniably adorable. Most importantly, the brand smartly stays out of the way of the content, rather than trying to explicitly connect its values, objectives or products to the game or players.
Strategy and Creative Lead: Adam Hodge
Talent Management Lead: Ben Hartman
Account Service Lead: Fleur Massey
Production: Milk Money
Director: Ethan McLean
Lee Duck Hee: