Strong is beautiful, la nouvelle campagne de communication de la WTA

La WTA vient de dévoiler la semaine dernière sa dernière campagne de communication, nommée « Strong is Beautiful », qui met en avant 38 stars du circuit, stars d’aujourd’hui et stars de demain.

Cette campagne se déclinera en TV, affichage et sur le digital (il semblerait que la WTA compte faire quelque chose sur les médias sociaux mais rien à se mettre sous la dent pour le moment…)

La signature rassemble les 2 valeurs phares de la WTA, à savoir la puissance athlétique et la grâce; 2 valeurs qui ont fait des joueuses du circuit des icônes mondiales, à l’image d’une Serena Williams ou d’une Maria Sharapova. Pour illustrer ces 2 éléments, les joueuses sont donc mises au cœur de la campagne à travers des spots de 30 secondes et des créas où nous les voyons en pleine action dans des tenues mettant en avant leurs atouts physiques…

L’objectif de cette campagne est de développer la relation entre le public et la WTA et renforcer la proximité à travers cette nouvelle génération d’athlètes qui serviront à attirer de nouveaux publics dans les tribunes.

La campagne est bien exécutée, les clips et les créas sont belles mais j’aurai aimé voir plus d’inventivité et de créativité dans le traité… Le côté « nous sommes des femmes et nous travaillons dur pour arriver à nos objectifs », basé sur l’insight « les femmes d’aujourd’hui sont des working girls et revendiquent leur féminité », c’est un peu vu et revu J’ai l’impression de revoir la même campagne et les mêmes messages, ce qui me laisse penser que la WTA a dû mal à se renouveler… Dommage…

Enjoy les 2 vidéos et les créas

Sugar & Spice :

Countries:

Les créas…

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