NEVER STOP PLAYING
The 2024 AIG Women’s Open took place at 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.
We created a new art direction for the campaign; focussing on brighter colours and bringing in a new, more playful typeface.
Promoting the prestigious final major of the women’s golf season across social media, we created a set of static ads, a series of films showcasing the festival village and the championship.
To drive press coverage, we created ‘The Shot of a Lifetime’ – an unassuming billboard that came to life as a playable hole at St Andrews. Commuters at Edinburgh’s Waverley Station took part in a closest to the pin competition, where the winner received VIP tickets and the chance to walk the Old Course with the pros on the final day.
We also took over Edinburgh and St Andrews with some unique signage that paid homage to golfing parlance in iconic spots in the two cities.
