Kings and Queens of the Court

The Sports Network is the official broadcaster of the US Open Tennis Championships. To promote TSN's coverage, Leo Burnett Toronto created an entirely new media space with the use of 15,000 tennis balls. They built stylish billboards at local courts, letting those inspired to play tennis know that TSN is the best place to watch it. People were free to take branded tennis balls, extending the campaign's reach. As a result, TSN's viewership increased by 24% compared to previous year.