#TwirlForSerena
US Open ⎸ Agency: Dentsu Creative
Challenge: As Serena Williams' career comes to an end in 2022, how can we show her just how much she has meant to the world?
Big Idea: Sendoff Serena the same way she's been exiting matches for decades, with her signature twirl.
⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯
Social Challenge:
First, we challenged the world to give Serena the exit she deserves, by recreating her signature twirl on social.
We even encouraged participation at the actual event itself.
The Result:
Then, the world responded—tens of thousands took to social and thanked Serena for a legendary career.
The cherry on top: even Serena got in on the action, twirling for the world one last time.
Team:
Executive Creative Director: Lee Remias
Associate Copywriter: Derek Rosen
Associate Art Director: Kara Kummer
Client Lead: Tom Smith