Tennis Australia launches new brand platform ‘Hits Different’ in first campaign via BMF

Ahead of the Australian Open in January, Tennis Australia has launched its new brand platform ‘Hits Different’ created by BMF, celebrating the unique way Aussies play and watch tennis.

The long-term brand platform will be rolled out across all Tennis Australia’s events and participation initiatives including The Australian Open.

The campaign Australian Open 2024 is the first campaign to launch under the new ‘Hits Different’ brand platform.

The Australian Open campaign – which will air across TV, BVOD, OOH, social, digital and owned channels – highlights the contrast between the competitiveness and relaxed social atmosphere of Aussie tennis, which is what separates it from the rest of the world.

‘Hits Different’ is the first work from creative agency BMF since winning the coveted account in May.

Says Britt Wickes, head of event marketing, Tennis Australia: “Australians don’t take themselves too seriously, but we take sport very seriously indeed. By mirroring this cultural truth in ‘Hits Different’ and adding the dimension of competitiveness to playfulness and inclusivity, we’re celebrating the Australian way of playing tennis and the role it plays in Aussie culture.”

Says Alex Derwin, chief creative officer at BMF: “Sport, entertainment, glamour, lobster rolls – what more could you want from a client? And what a client they’ve been. Since day one we’ve had a shared ambition for the work and an open and honest conversations at all levels of our business. We’re very proud of this campaign, and super excited for everything tennis that’s to come.”

Client: Tennis Australia
Chief Commercial Officer: Cedric Cornelis
Head of Events Marketing: Britt Wickes
Head of Tennis Brand Marketing: Carly Duncan
Marketing Manager: Romina D’Amico
Marketing Manager: Kathleen Orlowski

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Casey Schweikert and Rees Steel
Head of Art & Design: Lincoln Grice
Design Lead: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Client Services Director: Edward Hughes
Senior Account Director: Rebekah O’Grady
Account Manager: Lewis Chan
Head of TV: Jenny Lee-Archer
Agency Producer: Jess Vella
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist Stacey Harrad Chantler

Production Company: Buck
Executive Creative Director: Gareth O’Brien
Associate Creative Director: Luke Saunders
Senior Art Director: Sam Scopelitti
Executive Producer: Erica Ford
Senior Producer: Jordan Howes

Music & Sound Production: Otis
Lyrics: Otis x Kween G

Media: PHD Melbourne