We targeted the majority of Yonex advertising to serious, hardcore players. Still, research told us that a significant market segment was more interested in aceing their opponent stylistically rather than athletically.
Glamour magazine produced numbers that were sufficiently interesting for us to advise Yonex to use a portion of its ad budget to reach out to the life–style/trend–conscious player who wants to look good on the court, but needs the added power and forgiveness of a mid sized racket.
Reflective water shots require huge backgrounds because of the reflections involved. So, instead of doing our own photography, we, in this case, moved to the studio of Earl Culberson Photography.
Roger Hawkins
art director:
Roger Hawkins
photographer:
Earl Culberson
