Mutua Madrid Open XV
In 2016, our proposal won the national competition to create the advertising campaign for the 15th anniversary of the Mutua Madrid Open.
Mutua Madrid Open
We change the mindset of simply attending a sports event.
In Spain, what we do is go to celebrate and build a community around it.
The slogan of the campaign is "In Madrid, tennis is celebrated".
The protagonist is Madrid, the city that celebrates.
The values of the MMO participants are highlighted.
The protagonist is the spectator who celebrates.
When developing the proposal, we realized that what truly makes this tournament special is the way the audience experiences and enjoys it. Madrid is a city that loves to celebrate small moments and big occasions, and this tournament is undoubtedly a grand occasion filled with small moments to celebrate. In Madrid, tennis is celebrated.
The necessary pieces and materials were created to dress Madrid in tennis throughout the year and its different campaign phases. Additionally, special activations and actions were carried out for the "hot" moments of ticket sales, both digitally and in person.
This campaign represented a moment of rebirth and transgression for the Mutua Madrid Open, as it deviated from the usual standards followed by such federations at that time. A campaign was devised that involved the city, the tennis players, and the spectators, all forming part of the same community. The campaign was so successful that the following year, due to the impact generated and new proposals, we won the campaign again for 2017.