French Open

Above all, this audio identity was a true team effort that brought out a strong internal collaboration. It has also given us great pride to be the first in the world of sporting brands to create an audio tool as powerful as our voice- embodies to our brand image and values.

Sophie Alexandre, Marketing & Communication Director, FFT

A unique anthem for a legendary brand

We’ve never seen Nadal so emotional

Challenge

An epic event in the sports world, the French Open at Roland-Garros didn’t have a sound that amplified the intrigue, the magic, and the competitive spirit of the tournament. The French Open sonic identity gave them the opportunity to amply that sound. 

The goals of the French Open were to develop an exciting sonic brand identity and to support the emotional experience of the tournament’s great moments for players, spectators and media alike.

A tactical goal was to keep the audience on its feet after the match point until the trophy could be presented.

Sonic identity

The Sixième Son team was inspired by the tournament’s Latin roots, its unique playing surface and of course, its Parisian home.

The Gladiator feel in instrumentation and dynamism of the sonic identity reflects the values of tennis: a stadium duel, surpassing one’s self and competition.

It was also important to convey the tournament’s Latin roots and, of course, its Parisian home. The main instrument that drives the melody of the sonic logo is the bandoleón, a samba instrument that recalls the French accordion; not only a unique choice for any brand, but a true embodiment of Paris passion.

Results

The sonic identity was specifically adapted to highlight key moments throughout the tournament (match point, announcement signal, official’s entrance, player entrances, trophy presentation) and across other various communication touchpoints.

The music after the match point was timed to the rhythm of a tennis audience clapping. It kept fans on their feet applauding the whole time, sustaining the energy while the trophy presentation was assembled. This show of emotion caused Nadal to burst into tears.

Credits

CLIENT LEAD

Sophie Alexandre – Communication and Marketing Director
Laetitia Iriar – Deputy Marketing Director
Sandrine Hervein – Brand Manager
Lionel Dubois – Entertainment Manager

AGENCY

Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners