Because most Canadian tennis lovers saw Tennis Canada as a group of stodgy rule-makers sitting atop an ivory umpire’s chair, the organization had trouble connecting with those people.   

THE BIG IDEA: Speak their language – literally 

When we dropped the pretense and hollered "LOVE MEANS NOTHING" in a multimedia campaign and new website—LoveMeansNothing.ca—the sport's disciples responded en masse, crashing the site on day one. More importantly, the barrier between Tennis Canada and everyday players came crashing down as well.