NEVER STOP PLAYING
The 2024 AIG Women’s Open took place at St.Andrew’s, the home of golf, offering fans thrilling golf action and unmissable live music.
This led us to the creative platform ‘Never Stop Playing’. It’s an attitude that all golfers can relate to; we’ve all picked up an umbrella and used it to practise our swing.
From that we developed a 360 campaign that was all about finding play everywhere we could.
We launched by turning an unsuspecting billboard into a playable version of the 8th Hole at St Andrews, with a grand prize for the closest to the pin.
It got coverage nationally
And even weirdly in Dubai…
We then took over St Andrews and Edinburgh with some guerilla teasers
We wrote a bunch of fun headlines and used their brand guidelines to create static ads
And we created films for the tournament using archive footage, like this one
CREDITS:
Client: AIG Women’s Open
Production Company: Dark Horses