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- it gives body 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

Until today, the musical universe of The French Open – or most notably called Roland-Garros in France- did not convey the personality or brand character that the French Federation of Tennis wanted to have for the event.

The long term goal of the French Open’s sonic identity was to not only become its musical signature, but also a complete tournament and brand experience.

As an emotionally challenging and international event, the music needed to amplify the intrigue, the magic and good competitive spirit of the tournament for everyone attending – players, spectators, media, etc.

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 instrumentation and dynamism of the sonic identity reflects the values of tennis : surpassing one’s self, passion, sincerity and competition.

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.

This marks the first time that a sports brand has adopted a branded musical asset that goes beyond the traditional stadium cheers and upholds the brand while heightening the experience.

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