Mercedes-Benz wanted to maximize their investment as the new title sponsor of a classic Los Angeles-based men’s USTA tournament. So FreeAssociates was asked to develop a sophisticated, but hard-hitting campaign.
Our solution for The Mercedes-Benz Cup was to create a wild juxtaposition of champion tennis players’ features that creates a fifthface. It felt like action. Like challenge. And the look could be adjusted from year to year (or injury to injury) to allow for player changes while still maintaining a strong, ongoing identity. The campaign was extended to advertising, promotional tools, event materials, clothing and street banners.
The result: The striking image was instantly recognizable and drew a powerful, positive reaction from L.A. area fans. The tournament achieved record ticket sales and attendance, while the campaign showed both its adaptability and its effectiveness for seven >>