Story of the Open, quand l’US Open se met en scène

L’US Open a débuté il y a quelques jours à New York et à cette occasion, l’agence DDB a créé une campagne mettant en avant le tournoi : Story of the Open.

Une immense fresque blanche où figure simplement le hashtag #storyoftheopen a été installée aux abords d’un tunnel très fréquenté par les automobilistes new-yorkais. La visibilité est bonne et permet de toucher un large public. Le but de cette action est de raconter sur cette toile presque vierge les histoires de l’US Open jour après jour. Pour cela, l’artiste Josh Cochran a été choisi pour peindre les scènes majeures et moments incontournables du tournoi. C’est d’après les messages postés sur les réseaux sociaux avec le hashtag #StoryoftheOPEN que la fresque évoluera, un dessin par jour sera peint. Il est possible de suivre en live l’évolution de la fresque sur Facebook grâce à l’onglet dédié à cette campagne sur la page de l’US Open.

A ce jour, on peut déjà voir le selfie de Roger Federer et Michael Jordan (première photo du compte Instagram du tennisman) ou la cérémonie d’ouverture…

L’art et le sport sont associés dans cette campagne, ce qui permet d’engager un large public et de proposer un concept original. Le fait de relier le digital et le réel est également un point de différenciation et de créativité de la part de DDB New York. Les internautes peuvent constater le résultat de leur implication dans une campagne dans la vie « réelle », le résultat restera.

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