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Pitch won by: Factory Design Labs


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

Denver-based Factory Design Labs has designed a radical ad campaign for London-based Head Racquet Sports.

The terms of the deal were not released.
In a new 30 second spot, which was created by Factory’s Zurich, Switzerland and Denver teams, Head introduces its new Graphene XT Radical racquet endorsed by tennis star Andy Murray.

The strategy was built around how the Radical is far from a traditional tennis racquet in both its aesthetic and composition; its tagline is “The Future is Radical.”

The commercial has a futuristic, abstract feel — much like the racquet itself, Factory said in an announcement of the deal. The commercial will run through the spring and summer of 2016 on related programming in Japan and Europe.

Factory, which was founded in 1996, says its mission is creating a social, print and broadcast work targeted at a growing teenage and millennial demographic. The company also has offices in Zurich Switzerland and Shanghai China.

The spot can be viewed here.

“We brought creative minds from around the world together in order to create a high-profile campaign that will have a lasting impact on the consumer,” said Jeff Erin, Factory Design Labs creative director in Denver.

Head NV is a global manufacturer and marketer of premium sports equipment and apparel with five divisions: winter sports, racquet sports, diving, sportswear and licensing.

“For us this was not only about Radical being the future for tennis racquets, but about challenging ourselves and creating a campaign that defines the future for product launches," said Fabian Fehr, advertising director for HEAD Racquet Sports. "We really pushed the boundaries here.”

Client CLIENT | Head's Customer Analysis


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