In our search for bigger ideas than ads at Saatchi Saatchi, the Battle of the Surfaces, the brainchild of Pablo del Campo, achieved a reach across the globe unprecedented in the history of tennis.
These days, and through this channel as well as in the rooms of Tribe, it is my intention to publicize the trajectory and contributions of Pablo and his teams, so the Battle of the Surfaces deserves specific attention, as it has everything that is needed for a Titanium Lion in 2008, as well as the honor of having achieved worldwide coverage and millions of people for an extraordinary audience.
So this idea could bring this extraordinary Buenos Aires agency its 27th lion and a new color. It is also true that it would add to its dozens of clios, hundreds of Fiaps, almost a hundred eyeballs and I don’t know what else. Anyway, La Batalla seems to me to legitimize the entertainment and the fabulous capacity it has to bring us closer to the people, to their dreams and illusions.
We know that advertising has been redefined and has transcended conventional formats and media. For this reason, a tennis court, half grass and half clay, has become a perfect definition of the creative, the out of the box, the unconventional and what people reward an idea that surprises and seduces. The Battle of the Surfaces, in addition to all that has been said, is pure innovation from a legitimately creative mind.