Minor to Major

Client: Roberto D'Andria (Bear London) | 2021 | Art & Creative Direction, Copywriting, Illustration, Typography

In collaboration with student Harry Hewitt

Brief:

Rebrand a less known sport with the intention of making it a popular to fans and athletes. The sport allocated was Padel, Padel is a mix between Tennis and Squash. The sport was invented in Mexico in 1969, at present it is most popular in Spain.

Insights:

Padel has an elitist/royal history, its popularity was accelerated when Spanish King Juan Carlos started promoting it.

‘King of football’ Lionel Messi is also a fan of the sport.

There is no Padel Champion in the UK (yet)

Making a sport minor to major requires more professional players

The lack of competition makes it easy to become the best

Solution:

A bold energetic campaign inviting the audience to become the best in the game. Tying in the elitist and royal history with visual, copy and marketing activations.

Guerilla marketing:

Ad takeover, Banksy style vandalism to create a buzz and emphasise the message that anybody can be crowned a Padel champion.