OPPO celebrates the return of Wimbledon in newest marketing campaign
OPPO hosted its “Courting the Color,” media event and exhibition that reimagined historic moments in tennis with the benefits of a billion colors
Wimbledon’s official smartphone partner, OPPO, celebrated the return of tennis by launching their new Courting the Color campaign. Using impeccable craftsmanship and advanced technology, the mobile brand, in partnership with Getty Images, has revived the color of old iconic photographs to retell the stories behind them and bring the most beautiful and poignant moments to life in an unprecedented way.
Inspired by the belief that compassionate technology can help evoke vivid emotions, the collection highlights powerful tennis stories that still resonate in our time today.
At an intimate workshop in London, Kevin Cho, Managing Director of OPPO UK, along with a special guest from the All England Lawn Tennis Club – Mick Desmond, Commercial & Media Director, and other distinguished panelists including tennis legend Greg Rusedski; the voice of tennis, Andrew Cotter; and magazine editor and fashion consultant Caroline Issa were delighted to see the tournament return.
The panel extracted topics within the collection and covered profound, crucial moments in tennis history related to race, gender and fashion. The workshop also featured the emotional collection and a hands-on experience with OPPO’s flagship product of the year – Find X3 Pro.
Combined with OPPO’s imaging benefits, each image has undergone a relentless restoration process by Getty Images experts. The seven-picture Courting the Color collection features the first African American athletes to win Wimbledon, Althea Gibson and Arthur Ashe, breathing new life into their relentless resilience to the social injustices of their time. Pictures by Suzanne Lenglen, Helen Jacobs and Fred Perry, famous for decorating the courtyard in style, depict the cultural icons and how they fought for their identities and beliefs. From changing fashions on and off the pitch to changing stereotypical depictions of female athletes, this trio paved the way well before its time.
As tennis legend Greg Rusedski said, “The return of tennis must be celebrated and what could be better than exploring the iconic moments that made the sport what it is today. The craftsmanship of the Courting the Color collection made the more than 80 year old pictures appear as if they had been taken yesterday, portraying them through an invisible lens and sparking important conversations.
Gregor Almassy, OPPO Overseas CMO commented: “As a partner of Wimbledon for the past three years, OPPO has long been moved by the spirit of the sport and recognizes that the tournaments, players and fans have been hit hard by the pandemic. By refocusing on the essence of tennis, we hope to give fans a deeper connection to the sport and thereby encourage fans around the world to play with their hearts. Where better to do this than Wimbledon, the mainstay of the sport. “
Mick Desmond, AELTC Commercial and Media Director, added, “Tennis as a sport has long been a technology leader; We use cutting edge advances to facilitate important conversations and improve the game. For this reason, Wimbledon is incredibly proud to partner with leading innovator OPPO on the Courting the Color campaign. “
The colorful artwork compliments the recently launched Find X3 Pro, OPPO’s most advanced mobile phone with a billion color display that allows users to experience and see color in a completely different way.
Known for developing groundbreaking technologies such as night mode and anti-shake software, OPPO is now looking to lead camera technology into a new era of color. Beyond the basics of color, retention, and variance that improve accuracy. The Full Path Color Management System, which was first implemented on the OPPO Find X3 Pro and is the industry’s first management system with full DCI-P3 color space and 10-bit color depth from acquisition to storage and display, is even more ambitious. The Find X3 Pro also offers custom colors that suit the variety of colors in people’s eyes, including color-blind and color-poor users.
Courting the Color is part of a series of activations as part of OPPO’s “Play with Heart” campaign; created to bring the sport closer to the fans – and, as the photos show – to show that we can play with our hearts, overcome difficult times and stand up for diversity.
