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Putting the ball
at the centre
of the game

Dunlop SportsFabric Of The Game

Dunlop SportsFabric Of The Game

The world’s number one tennis ball is the Dunlop ball. This small ball has the power to make or break champions, fuelling obsessions, arguments and agonising drama among players and spectators alike, every time it lands. Amateur or professional, the ball is at the heart of every single game.

Our task was to create a film to celebrate the Dunlop tennis ball. The unsung hero behind much of Dunlop’s success. We also had to combine our salute with the announcement of Dunlop as the official ball of the Australian Open. The tournament is the largest annual sporting event in the Southern Hemisphere, with more than 780,000 people attending in 2019.

Putting the ball at the centre of the game

We created “Fabric of the Game”. This short film celebrates the story of the Dunlop ball, from humble beginnings to the official ball of the Australian Open.

We see career-defining moments worldwide, all taking place inside the ball. A young player holding a tennis ball for the very first time. Another hitting a shot at the Australian Open finals. Throughout, the ball is at the centre of world tennis. The fabric of the game.

We refreshed the packaging for the Australian Open ball to tie in with the global rebrand of the Dunlop packaging, launched at the global launch event in New York.

The campaign and marketing was rolled out for the Australian Open in Melbourne,. We created all the social assets, event graphics and arena screen concepts to celebrate this partnership.

We built a website landing page to celebrate the ball, using CGI to show how the ball is made.

Reuniting a great partnership

The event was opened by tennis legend Rod Laver, a Dunlop player for over 50 years. The event gave the Dunlop brand great exposure, connecting them with a new younger audience.

“Our aim is to provide the players with the best possible playing environment and we believe they will be very happy with quality, standard and consistency of play of the new AO Dunlop ball in a wide variety of conditions.”

Craig Tiley
Tournament Director
Australian Open

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