To show off IBM’s smart data mashing skills (and their sponsorship of Wimbledon) we decided to give travellers real-time tennis updates. But not just any old updates, personalised updates to the destination they were travelling to. So if you were off to Edinburgh you’d get the latest on Andy Murray, if you were off to Majorca you’d get an update on Rafa Nadal.

For extra fun, we made them look like official airport updates and wrote hundreds of humorous headlines.

“Over 300 hundred headlines. And not one dud. ” (Rory Sutherland for Wired Magazine.) 

Agency: Ogilvy
My role: concept, copy

Awarded at Cannes Lions, D&AD, One Show &  Campaign Big

We made it stand out by making it blend in. Here’s a few of the 300 headlines that ran.