Psycho Bunny
Intent
Psycho Bunny is the official athletic apparel sponsor of the National Bank Open. Their activation at the Montréal tournament ran as paid media to 317,000 views.
Psycho Bunny is the official athletic apparel sponsor of Tennis Canada and of the National Bank Open. This was their activation at the Montréal tournament, photographed before the gates opened. The crest went on branded balls, racket bags, everything on court. The set had two jobs, showing the activation internally and running as paid media. Playful and a little preppy is how the brand sells itself, and I styled the day to match. The product stayed close and the court worked as a set. The brand ran it as a collab post: 317,000 views, 2,526 likes, 114 shares.
317Kviews
Results
What the work shipped.
317K
01views
The brand put the set behind paid media on Instagram as a collab post, carrying my handle alongside theirs.
2,526
02likes
Plus 114 shares. The share count is the tell: people passed it on, which coverage never earns.
Paid social
03Tennis Canada apparel sponsor
Activation photography a brand chose to spend media dollars behind, which is the version of this that costs money to get wrong.
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The thinking behind the work.
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