Dunlop came to us with their new FX Power racket series. The FX is the next iteration in the power series of rackets for Dunlop, looking to build on the technology driven and innovative design. The Dunlop Global Marketing team were looking for an engaging creative concept to launch the series to the tennis industry and playing community, along with a narrative to drive the story throughout the products lifecycle.
\nTHE CHALLENGE
\nOur challenge was to maintain the important key message behind the racket series of ‘power’ and that the series is the official racket of the ATP Tour, while integrating Dunlop’s ATP tour team that use the FX rackets these include; Jack Draper, Alexei Popyrin, Miomir Kecmanovic and WTA player Ann Li. We needed a campaign that stood out and had a concept with longevity to run the full life cycle of the product.
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VISUAL AND IDENT
\nOur campaign concept of ‘POWER ON’ is a our call to arms for players. It says that whatever your level, in a big match or a training session, you can trust the FX series from Dunlop to give you the power that you need in that moment.
\n
The ‘POWER ON’ campaign line gave us the creative flexibility to create visuals around the tennis court but also teamed with lighting effects and graphics to symbolise the switching on of power. The campaign design started with a custom ident that rolled into a full CGI campaign video along with all campaigns assets across digital, social and print. The racket was created in CGI so we had full control and used to create video and stills.
Internal launch
\nOur engagement culminated in full support of the Dunlop European marketing event, ensuring a seamless transition from creative concept to market delivery. The Orangery team managed the development of comprehensive sales enablement assets, including the official marketing presentation used to formally launch the FX Series to the entire European team.
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from Tennis Warehouse & Tennis Express","video":{"ID":10453,"id":10453,"title":"Seeding Box Social Video","filename":"Seeding-Box-Social-Video.mp4","filesize":16901586,"url":"https://admin.orangerycreative.com/wp-content/uploads/2025/11/Seeding-Box-Social-Video.mp4","link":"https://orangerycreative.com/work/powering-on-dunlop-fx-campaign/seeding-box-social-video/","alt":"","author":"3","description":"","caption":"","name":"seeding-box-social-video","status":"inherit","uploaded_to":10289,"date":"2025-11-11 15:17:46","modified":"2025-11-11 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\nOUTCOME
\nThe European Marketing Launch event yielded an overwhelmingly positive internal response, validating the creative direction and strategic positioning of the ‘POWER ON’ concept. Crucially, the reveal of the innovative light-up seeding box generated significant enthusiasm (“oohs” and “aahs”) from the sales team.
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