This was a video produced on behalf of TBWA for one of the big four banks – ANZ – for one of the big four tennis events: the Australian Open. If that wasn’t enough excitement already, it was an animation of tennis superstar Novak Djokovic.
The animations would draw on the ties between Novak’s world-renowned unfailing patience and ANZ’s new campaign message: keep moving. The suite of animations – mainly designed to be played as a pre-roll ad during the Australian Open and on ANZ’s social platforms – was intended to be endearing, comical and heartfelt. It was to draw on what the public knows of Novak’s life experiences and demeanor, which has been the key to his staggering success.
Key to these animations was showing that all of us can learn from Novak… even if we ourselves aren’t pro tennis players. By illustrating Novak applying his patience to a range of challenging scenarios, the viewer gets the impression that patience, resilience and tenacity really are virtues.
ANZ said, “When all eyes are on the heart-stopping critical moments of match play, no one stops to shine a light on the just-as-important moments happening to millions of avid fans across the country. We’re talking about the dislocated thong plugs, the tomato sauce sachet misfires and the forgotten jumpers on a 35-degree day. When a person is faced with such a crisis a choice must be made: will they stay calm like Novak, overcome the challenge and keep moving?”