Be Open

USTA / US Open

CLIENT

USTA / US Open


MEDIUMS

TV, OLV, Digital, Social, Activation


RECOGNITION

Webby Award


From being the first Grand Slam to offer equal prize money to men and women back in 1973, to naming our center court stadium after the boundary-breaking Arthur Ashe, to championing our LGBTQ players and fans, the USTA + US Open have a history of fighting alongside the social issues of the time. 2020 presented a unique opportunity for us to continue this fight, using our platform to promote racial equality, gender equality, and Covid-19 awareness. Because we believe great things happen when we are all a little more open.

Black Lives

Matter

As part of the Be Open initiative, we brought the Black Lives Matter conversation to the forefront of our event. Since the US Open happened without fans this year, we found 18 Black and BIPOC artists to transform front row seats in Arthur Ashe Stadium into works of art. While the world’s greatest tennis players battled it out for the millions who watched from home, this art installation got people talking, and thinking about the issues.

Women Worth Watching

Only 4% of televised sports are dedicated to female athletes. So we called out the traditional sports media on their own channels and mobilized fans to hack the system by posting video feeds of female athletes to their social channels.

Covid-19

Only 4% of televised sports are dedicated to female athletes. So we called out the traditional sports media on their own channels and mobilized fans to hack the system by posting video feeds of female athletes to their social channels.