LUXILON X WILSON
Set to Change the Game: elevating the world’s first eco-string.
The Opportunity
In 2023, Luxilon introduced Eco Power, the world’s first tennis string made from 100% recycled PET bottles. With over 60% of the Top 50 ATP and WTA Tour players using Luxilon, this launch gave us a unique opportunity to link environmental consciousness with innovation, resonating with players and amplifying the brand’s impact.
The Solution
To bolster Luxilon's leadership with consumers and the tennis industry, we created a campaign that showcased the entire journey from bottle to string. By proving that recycled strings can perform just as well as synthetic ones, we inspired players to move outside their comfort zone, building trust between the product promise and the player’s performance expectations.
“The key to this launch was connecting environmental consciousness with product performance and desirability. They needed to be inseparable.”
Our Process
In collaboration with Wilson, Luxilon's long-time partner, we developed the "Set To Change The Game" campaign, which focuses on innovation and sustainability. Our process began by highlighting Wilson and Luxilon's commitment to these values, with a strong focus on the human aspect of technological advancements. To reinforce this, we crafted headlines and "Reason to Believe" statements that emphasized the connection between performance, quality, and choice, motivating customers to invest in a revolutionary product with a clear environmental benefit.
To communicate these ideas, we developed a unique visual language. Starting with Luxilon's distinctive font, we incorporated high-contrast photography, saturated colors, and layered visuals. This approach created an instantly recognizable look that resonated across social media and e-commerce platforms.
Throughout the project, our collaboration was seamless. Working in Figma allowed us to coordinate effortlessly across three time zones, sharing drafts, design options, and copy while encouraging client feedback for swift decision-making. While on-site in Amsterdam, we deepened the campaign’s storytelling by experimenting with video projections onto motion and still assets, further reinforcing the product's intent and narrative.
Post-production and retouching were managed remotely, using shared platforms for image exchange and approval. At the project's conclusion, we provided a comprehensive digital toolkit template for rollout, ensuring a smooth and effective transition for the Wilson team.
Credits
Creative Direction:
Kirsten Camara, John Corrie
Art Direction:
Kirsten Camara, Sofia Lobo
Copywriting:
John Corrie
Casting & Styling:
Good Morning Studio & Appetite Amsterdam
Photography:
Sean Brian
Director of Photography:
Simon Meesters
Production & Motion Design:
Appetite Amsterdam
Talent:
Rayen Merhai
In close collaboration with the Wilson Racket team: Jessica Willis, Jonah Nolde, and Albert Mur, Chicago, USA
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