Solheim Cup 2019
The Solheim Cup is the biggest event in Women's Golf. The best players from the USA and Europe go head to head over 3 days of world class golf. We were asked to create a 2 year integrated campaign for the event.
Where - IMG
Creative Direction & Design - Ryan Gouge
Junior Designer - Josh Smith
Animation - Ryan Gouge / Josh Smith
Project Management - Joseph Hills
Marketing - Henry Watt
Photography - Steve Brown, Gabe Roux (LPGA),
Tristan Jones (Ladies European Tour)
Retouch - Jamie Wilson
Video - European Tour Productions, SportsBeat, Phil Gurney
It all leads to this moment
There is nothing quite like the Solheim Cup. The noise, emotion and will to win from players and fans is like no other event on the schedule. Historically, the Solheim Cup has however sometimes came across as a friendly battle between friends. We wanted to create a campaign that not only felt more of a competitive rivalry but looked beyond just the two teams to show that everyone has their part to play.
The first stage of the campaign involved the announcement of the captains of each team. We created visuals that would be a challenge to the other team, this was to build tension and excitement in the early stages of the event. The captains would be decisive later down the line as they select the a number of players who didn't qualify automatically for the team.
Scotland, The Home of Golf
Visit Scotland, the event host for the Solheim Cup wanted to create a campaign which not only supported the event but highlighted Scotland as a tourist destination. We created a series of images that showcased the beautiful scenery of Scotland with a subtle nod to the respective teams.
My moment was created to showcase those who work tirelessly behind the scenes. We spoke to grounds staff, chefs, receptionists and many more about what the Solheim Cup meant to them. We created social media graphics which highlighted how long they had been waiting for this event to come to Scotland, with a supporting video about their job and experiences.
Players from the USA and Europe dream of qualifying for the Solheim Cup, as for some this the only chance to represent their countries on the biggest stage. We created an army for both teams as players began to qualify, and also encouraged fans who attended some events in the UK and USA to have a chance to be part of history through a bespoke photoshoot.
Designing For Digital
We created the army in a number of different formats for digital platforms. Most of the assets created were used to generate ticket sales, but we also produced artwork without any call to action.
We were pivotal to the event during the week of the tournament. Not only did we create large artwork for the first grandstand, team coaches and buggies, but we also created the graphics for the world television feed, these were also used on the first tee as players were announced!
Throughout the week we also supported the LPGA (Team USA) and LET (Team Europe) social media teams with bespoke in-play graphics. There were 3 versions, Team USA lead, Team Europe lead and a neutral version. We also created never been seen before hole by hole animations that not only were used across social but also played on all of the big screens throughout the event.