The Grunt

Young Blood Radio - Single

2014

Bensimon Byrne
w: bensimonbyrne.com

Company: Bensimon Byrne Executive Creative Direction: Joseph Bonnici ACD: Dan Strasser Copywriting: Gessica Marcus Audio House: Pirate Toronto Audio House Producer: Tyna Maerzke : Pirate Toronto, Pirate Toronto, Pirate Toronto Audio Director: Vanya Drakul Audio Engineer: Keith Ohman

Most people think women’s tennis is less intense than men’s tennis. That was the challenge Tennis Canada faced when promoting an all-women’s tournament. Adding to this challenge, we had to deliver this intensity without any visuals. So, we focused our radio campaign on the sounds heard during a heated tennis match, grunts. We used grunts to bleep out swear words as we showed just how exciting, competitive and intense the matches would be.