BRIEF

Brand: Thailand Open tennis tournament.

Challenge: To reposition Thailand's ATP tennis tournament as thrilling and eventful.

Insight: Watching tennis on TV has its shortcomings.

Strategy: Truly competitive, live, international-class sporting event.

Solution: Nothing Beats Live.

Result: More bums on seats than ever before and request from ATP to use brand strategy.

2007, UK/THAILAND

Dir: Rupert James
Scr: Rupert James, Puttisak Seanvisate and Pimduan Watcharapurk
Agency: The Human Eye Corporation
Prod: The Human Eye Corporation