Babolat

Lyon-based Babolat is the world’s oldest racquet sports company. To promote its line of oversize racquets to the U.S. market, GLG created a print campaign focused on the psychological advantages of the company’s racquets. In the ads, Babolat racquets are the weapons of choice, tennis courts become crime scenes, and evidence tags deliver supporting copy. Another nice touch? It all fits with the company’s existing U.S. tagline: “Tennis runs in our blood.” Sweet.