PARIS, FRANCE — To activate its partnerships with Roland Garros and Wimbledon, global technology company OPPO, and creative agency Sid Lee, created a 360 global campaign.
The brand wanted to celebrate its global tennis partnerships by highlighting the mutually inspirational player-fan relationship, a strategy echoing OPPO’s pursuit of technological advancements to meet and exceed its users’ needs, as well as OPPO’s new brand proposition: Inspiration Ahead.
At the center of the ‘Inspiration Ahead’ campaign is a film featuring WTA Professional Tennis player Francesca Jones who despite being born with ectrodactyly ectodermal dysplasia syndrome, a rare condition that causes developmental problems for hands and feet, has worked hard to overcome adversity and rise through the ranks in recent years. The film tells a story about how a tennis professional inspires a young promising player, transitioning between Francesca playing on clay (Roland Garros) and a young girl playing on grass (Wimbledon).
The young girl watches footage of Francesca using her OPPO Find X5 Pro smartphone. She replicates the professional’s movements as she practices, highlighting moments of frustration, difficulty and success before the final scene, which zooms out to show the inspired young girl is in the crowd, filming with the 4K Ultra Night Video mode of her OPPO Find X5 smartphone.
At the recent French Open, OPPO and Sid Lee created an activation championing the 4K Ultra Night Video technology and the 5-Axis Optical Image stabilisation, which uses long exposure to create stunning visuals.
Working with a renowned light painting LightGraff photographer, fans’ messages for their favourite players were selected and used to create stunning light painting visuals that were amplified on OPPO’s social channels using the campaign hashtags #InspirationAhead and #PaintTheNight.
Fans not in attendance could also participate thanks to a light painting Instagram filter, allowing users to create their very own light painting masterpieces.
At Wimbledon, the mutually inspirational player/fan relationship will be brought to life through an AR activation celebrating 100 years of Centre Court. Featuring 40 Wimbledon Champions, from Billy Jean King to Roger Federer, users will be able to select four Champions from each decade with a video telling the story of that era. The short videos will share inspirational content of the Champions playing on Wimbledon’s much-celebrated Centre Court. Iconic Wimbledon objects including strawberries and cream and Rufus the Hawk will be animated in 3D to enrich the experience and users can take photos with the Champions to share on social media.
The campaign will also feature on press, outdoor, digital, and social channels.
CREDITS:
Project Lead: Zhang Gaoxiang (Lang)/Zhi Shuang Shuang (Double)
Creative Lead: Mats Hakansson/Yuyeon Cho-De Jong
PR: Yan Su (Lucas)
Digital: Zhang Qinglang/Chen Xinyi
Sid Lee:
CCO, Europe: Sylvain Thirache
President: Johan Delpuech
Creative Lead: Sofia Lyu
Business Directors: Eugénie Valletoux/Gareth Hall
Senior Project Manager: Sam Bridgwater
Copywriter: Jillian Young
Social Media: Cassandre Geron
Producers: Laetitia Neves/Aurelia Blatry
