Shining the spotlight on Dunlop’s sustainable packaging
THE CHALLENGE
When Dunlop decided on more eco friendly packaging for their full range of tennis balls, they called on us to create a campaign that would serve up their commitment to the environment while maintaining their premium position in the sport. Together, we developed a bold visual identity and comprehensive campaign that would resonate across tournaments, retail, and social media.
Dunlop had taken a decisive step towards sustainability with their new packaging, featuring recyclable paper lids, recycled paper labels, and tubes made from 30% recycled plastic. Now, the brand needed campaign creative that could flexibly spotlight individual products or the full range, all while preserving Dunlop’s premium positioning. Most importantly, the messaging had to emphasise that while the packaging had evolved, the unmatched quality of the world’s No. 1 tennis ball remained unchanged.
We partnered on
- Campaign creative
- Video
- Product Renders
- Sales Deck
- Landing Page
- Digital + Print Ads
- POS
- FOOH Video
Brand campaign
We created a visually striking campaign that turned sustainability into a strength. Using the recycled paper lid material as a distinctive backdrop, we combined bold, tennis-ball-coloured typography with product imagery to create immediate visual impact. The new packaging took center stage, supported by tournament imagery and a clean graphic panel highlighting the eco-benefits. Our messaging strategy carefully balanced Dunlop’s established position as the “No.1 Ball on Tour” with the introduction of their more eco friendly packaging.
Social success
To create buzz before the launch, we developed an innovative “Fake Out-of-Home” social post featuring Italian tennis influencer Edoardo Santonocito. By combining live footage with CGI elements, we created a stunning visual of a giant poster unfurling behind him, with tennis balls seemingly bouncing into the real world. The post became Dunlop’s most successful ever, generating 1.3M views and 46.1K likes.
CGI Innovation
To get ahead of launch timelines and ensure unlimited creative possibilities, we developed CGI renders of the entire new product range. This approach not only solved the challenge of product availability but also allowed us to seamlessly integrate the packaging into our campaign video and create dynamic visuals across all touchpoints. The result was a consistent, premium look that could be adapted for any format or platform.
Campaign rollout
The campaign launched at the ATP finals in Turin with a comprehensive suite of materials. From point-of-sale displays to web banners. Every touchpoint was carefully considered to drive home the sustainability message while maintaining brand premium. A QR code on campaign assets and packaging labels directed consumers to a dedicated landing page for deeper engagement.
Building a better future for tennis
The campaign represents more than just a packaging update. It’s a statement about Dunlop’s commitment to environmental responsibility. The campaign received strong engagement across all platforms and positive reception from the tennis community. We’ve helped secure Dunlop’s position not just as the leader in tennis balls, but as a pioneer in sustainable sporting goods.