AIG Women's British
Open 2019 Campaign
The AIG Women's British Open is one of the 5 Major championships on the LPGA tour. We created the campaign artwork for three editions of the event.
Where - IMG
Creative Direction & Design - Ryan Gouge
Photography - Steve Brown
Project Management - Joseph Hills
Retouching - Jamie Wilson
Golfs most unpredictable major
The Women's British Open is considered the most challenging of all the major championships as players rarely know what to expect until the week of the event. The golf courses are notoriously challenging, but factors outside of the players control such as weather further test the player's adaptability. We created visuals that exaggerated the elements of wind, water, earth and fire for a unique and never been seen before campaign.
Empowering women's golf
We wanted to showcase the player's determination, focus and talent within the visuals. We spent time with 45 players from the event to create bespoke poses for each element that showed the strength and character they need to compete at the Women's British Open.
With a limited budget, we were tasked to make the campaign work mostly across digital media. We created imagery for social media which created excitement for the event, but also artwork with a call to action to increase ticket sales. We also created promotional material such as OOH posters and banners.