Roland-Garros
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Move the lines, with style
Every year, Roland-Garros shines a spotlight on France by showcasing the very best of international tennis. More than an iconic Grand Slam tournament, Roland-Garros embodies an experience that celebrates the French art de vivre and is part of France's cultural heritage. With a calendar full of sporting events in France in 2024, Roland-Garros faces a particular challenge: to stand out and be recognized as a must-see event on the international scene. To generate interest in this year’s edition, FutureBrand Paris helped the brand create an ambitious communication campaign.
We designed a campaign based on the brand platform defined by the agency, "Move the lines, with style". Of all four Grand Slam tournaments, Roland-Garros is the only Francophone one, the only one played on clay, and the only one that has maintained an intimate atmosphere, spreading over just 12 hectares. It is this uniqueness that we aimed to embody, while revealing the brand's inherently Parisian, creative, and free nature. We showcase the unparalleled experience lived at Roland-Garros through three posters, each representing one of the main courts of this avant-garde tournament and the spirit that animates them. The Philippe-Chatrier court symbolizes the Parisian spirit, the Simonne-Mathieu court, nestled within the Auteuil greenhouses, celebrates environmental responsibility, while the Suzanne-Lenglen court, which debuts its retractable roof inspired by the latter's pleated skirt, embodies innovation.
Each poster immerses us in a more accessible Roland-Garros, symbolically open to the world, to the city, to nature, and to a new generation who takes place in the stands. At the center, there is a player who, beyond the sporting confrontation, reaches out to this new captivated public. To bring this campaign to life, we opted for a fully illustrative approach and naturally partnered with Parisian illustrator, Paul Grelet. A strong artistic choice that transports us into an alternative reality. A reality with no limits, a boundless world where anything becomes possible.
