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One print ad from the campaign. “The game of tennis in this country will not be saved on center court at the U.S. Open. It will be saved by regular people and their kids knocking the ball about on local public courts where they live. So, the campaign we created was all about giving a voice to these public courts that call lapsed players back to the game, reminding them that this is their sanctuary from the world. A place where they can connect with their families, sweat and smile at the same time and turn off their Blackberries,” explained Alon Shoval, executive creative director. “The print shows real public courts all over the United States, with only words inviting potential players to put themselves in the shots. Across all integrated media, we made the invisible voice of real tennis, which has been pretty quiet of late, into an emotional invitation to return to the game we once loved so much, and make it our game again.”

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