The United States Tennis Association (USTA) is encouraging people to attend the 2017 US Open in New York City with the "You In" campaign. Mcgarrybowen developed the creative while Spero was responsible for the out-of-home.
The messaging juxtaposes well-known players with NYC images while a male voiceover motivates viewers to purchase tickets by alluding to NYC's culture by saying how only "NYC can throw a party this big" and to "not miss out" of this moment.
The ads can be seen here and here.
To capture the footage of a 15-story Roger Federer image, and other players images giant projectors were wheeled through the city in the middle of the night across a number of iconic neighborhoods through New York City, including projecting onto the Brooklyn Bridge.
The campaign also promotes the improvements made at the US Open grounds last year, including a state-of-the art retractable roof over Arthur Ashe Stadium, a Grand Stand, and greatly expanded shopping and dining options.
"We wanted to express that blend of glamour and grit in a way that is surprising as it is fun to watch," stated Lee Remias and Kevin Thoem, group creative directors, mcgarrybowen Chicago. "We have fans who come year after year, but with this new approach we’re hoping more fans will be ‘in’ for the action this year.”
The media buy - running only in the greater NYC area - includes two 30-second spots and two 15-second spots for TV, online video, as well as print, digital and social media. Out-of-home is running across billboards, bus shelters, transit, bus raps, LinkNYC charging stations, and elevator screens.