dunlop-ao-edit-no-sound

Dunlop-AO-Edit-no-sound

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the VERY fabric 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 combined this with a campaign and event branding to announce 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.
<h3 class="heading-4">We partnered on</h3>
<ul class="list-columns-2">
<li>Campaign strategy</li>
<li>Branding &amp; guidelines</li>
<li>Art direction &amp; design</li>
<li>Campaign rollout</li>
<li>Event graphics</li>
<li>Photography</li>
<li>Video &amp; animation</li>
<li>Landing page design &amp; build</li>
</ul>

dunlop-australian-open-stadium

Dunlop-Australian-Open-Stadium

REVOLUTION AROUND EVOLUTION
Our film was called “Fabric of the Game”. This short piece celebrates the story of the Dunlop ball, from its humble beginnings to today, as 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 film, the ball is at the centre of world tennis – the fabric of the game.

Tom Jarrett-Kerr

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

dunlop-fog-logo

Dunlop-FOG-logo

dunlopao-ball-video

DunlopAO-ball-video

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Dunlop_FabricOfTheGame_30_optimised

A GLOBAL LAUNCH
The campaign stretched beyond video, and we found ourselves with the opportunity to refresh the packaging for the Australian Open ball to tie in with the New York City launch of the wider global rebrand of the Dunlop packaging.
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Campaign rollout
The campaign and marketing for Fabric of the Game were rolled out for the Australian Open in Melbourne. Orangery created a dynamic library of social assets, event graphics and arena screen visuals. We also created a landing page to celebrate the ball, using CGI to take the user on a journey to show how the ball is made.

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Dunlop-FOG-ballvideo-scaled

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DunlopSports_AOBallAdvertisment_0m30s_1

fog-web

FOG-Web

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Dunlop-FOG-ball

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Dunlop-FOG-Instagram_2

AN OLD FRIEND AND A NEW AUDIENCE
The event was opened by tennis legend Rod Laver, a Dunlop player for over 50 years. The event branding gave Dunlop great exposure, connecting them with a new younger audience, a wider objective of Dunlop’s marketing activities and one that we’ve been working closely with them on for several years.

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FOG_Event

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Dunlop-Event-RodLaver

More work

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Dunlop 100 years anniversary campaign

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Work-featured-image-dunlop-anniversary-campaign

Sport

Campaigns

dunlop-sport-eotg-motion

Dunlop-Sport-EOTG-Motion

dunlop-elements-of-the-game-youtube-series

Dunlop-Elements-of-the-game-YouTube-series

Content

dunlop-brand-edit

Dunlop-Brand-Edit

work-featured-image-dunlop-ltg

Work-featured-image-dunlop-ltg

Branding

Web Design

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BHA-01_optimised

bha-work-2

BHA-Work

Putting the ball at the centre of the game