Roland Garros (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
A unique anthem for a legendary brand
We’ve never seen Nadal so emotional
Challenge
To convey a new brand and tournament experience “in stadia”.
To amplify the intrigue, magic, and competitive spirit of the tournament for everyone attending – players, spectators, media – before, during and after the competition.
To convey the magic of Paris and the Latin roots of Roland-Garros in the music.
Sonic identity
They embody the French Open’s values: surpassing oneself, passion, sincerity.
The playlists are inspired by the sounds of RG, to enrich the experience.
All areas of the stadium are covered: the village’s festive spaces, public entrances, the courts, the official store, the parking lot…
The consistant musical selection is renewed each year..
Results
The sonic system highlights the key moments of the tournament at every touchpoints.
It extends and amplifies the magic of Roland-Garros, boosts people’s imagination to bring emotion, and contributes to leaving a lasting ‘’earprint’’.
Credits
CLIENT LEAD
Sophie Alexandre – Communication and Marketing Director
Laetitia Iriar – Deputy Marketing Director
Sandrine Hervein – Brand Manager
Lionel Dubois – Entertainment Manager
AGENCY
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre Moreau – Designers