NAOMI OSAKA AT
THE 2021 FRENCH OPEN
CLIENT
Calm
Calm
BRIEF
There was none.
There was none.
THE WORK
When you see an open window, sometimes you gotta climb through it.
During the 2021 French Open, tennis icon Naomi Osaka opted out of press conferences for mental health reasons, incurring a $15k fine.
We were smack in the middle of proving that mental health was a form of equally deserving fitness. Unfortunately, the rest of the world was already turning on Naomi.
So we pitched an idea: for every athlete who also opted to skip press conferences for mental health reasons, Calm would pay their fines.
The world came around to our POV real quick.
When you see an open window, sometimes you gotta climb through it.
During the 2021 French Open, tennis icon Naomi Osaka opted out of press conferences for mental health reasons, incurring a $15k fine.
We were smack in the middle of proving that mental health was a form of equally deserving fitness. Unfortunately, the rest of the world was already turning on Naomi.
So we pitched an idea: for every athlete who also opted to skip press conferences for mental health reasons, Calm would pay their fines.
The world came around to our POV real quick.
The post was Calm’s #1 social moment of the year, drumming up 97% positive sentiment and sparking a wildfire of press coverage.
Over 80+ pieces of coverage, with 74% of headlines featuring “Calm” and over 2M impressions within a day.
