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Dunlop 100 years anniversary campaign

A CENTURY OF SLICE &amp; SPIN
2023 marked 100 years since Dunlop launched their first tennis ball, introducing itself as a player in the racket sports market. Dunlop Sports has since grown to become a global brand that specialises in multiple sports for all levels of players, from rising hopefuls to seeded professionals.
Orangery and Dunlop Sports partnered on an anniversary campaign to commemorate their history in racket sports and communicate a compelling story that leaned into the brand’s rich heritage.
The campaign also looked to the future, showcasing the brand’s innovative product technologies that will continue to elevate Dunlop as a world-class sporting goods brand in the racket sports industry.
<h3 class="heading-4">We partnered on</h3>
<ul class="list-columns-2">
<li>Art direction &amp; design</li>
<li>Campaign rollout</li>
<li>Brand guidelines</li>
<li>Photography</li>
<li>Video &amp; animation</li>
<li>Landing page</li>
</ul>

dunlop-100-years-video

Dunlop-100-years-video

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Dunlop-100-years-1920x1080-optimised

PLAYING AN ACE
After initial brainstorming and development, we landed on a concept that says “thank you” to the one constant that’s always been there in all of Dunlop’s sports: The court. It’s where we play, it’s where we watch, it’s where we learn. It’s where we love the game. And so the concept was born: ‘Celebrating 100 Years on Court’.
We produced a 30-second video focusing on the different types of courts, capturing all of the finer details, such as lines, the nets, and the surface… all essential components of the game. The video showcases empty courts and builds a sense of anticipation. We end with a “Thank you”, seeing players from various sports on their beloved courts playing the games they love.

Tom Jarrett-Kerr

Orangery have delivered once again, a great campaign seamlessly put together.

dunlop-sport-100years-timeline

Dunlop-sport-100years-timeline

CELEBRATING WITH CREATIVITY
<h2>Campaign imagery suite</h2>
We produced a full suite of imagery that carried the anniversary campaign, across Dunlop’s five racket sports: tennis, squash, badminton, padel and table tennis.
We utilised the film production locations to simultaneously run a stills shoot. This allowed us to capture beautiful imagery of the racket courts that tie in with the video, creating a cohesive and versatile library of assets suitable for video, print and digital.
<h2>Campaign assets</h2>
The assets that we created had an inherent flexibility that meant all of the racket sports could be featured in one particular piece of creative, or featured as standalone assets.
A toolkit for for marketing regions made these assets easily accessible, with guidance around how to communicate the 100 year story and how to best utilise the branded templates on social, in tournaments and with merchandising and activation.

dunlop-campaign-100years-banners

Dunlop-Campaign-100years-banners

dunlop-campaign-100years-billboard

Dunlop 100 years anniversary campaign billboard

dunlop-campaign-100years-social

Dunlop-Campaign-100years-social

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Dunlop 100 years anniversary campaign bottles

dunlop-campaign-100years-t-shirt

Dunlop 100 years anniversary campaign t-shirt

THANKFUL landing page
We designed and built a dedicated landing page as a central home for the audience to discover more about the Dunlop 100 year story and the unique events that will be happening throughout the year.
Developed in WordPress and featuring a dynamic parallax layout, pages offer compelling text and image motion as users scroll the page before finally being presented with a timeline and news module that are updated automatically as Dunlop adds new content with the ‘100 years’ tag.

dunlop-sport-100years-website-comp

Dunlop-sport-100years-website-comp

FAULTLESS SERVICE of AN ANNIVERSARY CAMPAIGN
Dunlop campaigns always keep us on our toes, with endless marketing opportunities and exciting briefs coming thick and fast. As such, this project was a shining example of how we successfully deliver campaigns for one of the world’s most well-recognised sports brands while further embedding us as one of their core creative partners when it comes to ideation and execution.

Serving up AN Anniversary Campaign for 100 years of Dunlop RACKET SPORTS

Serving up AN Anniversary Campaign for 100 years of
Dunlop RACKET SPORTS