The three hero broadcast films - featuring tournament stars Ash Barty, Nick Kyrgios and Todd Woodbridge - set up dramatic moments of need; an on-court blackout for Ash, an outburst towards the umpire for Nick, and Todd losing his voice while commentating. In each spot, the talent “calls for Uber Eats”, when a narrator interrupts, directing the viewers at home to choose how this story ends by scanning a grocery item now on screen.

For Nick, bath salts connected viewers to a bubble-bath on court, camomile tea to a hippie cult and chocolates, an affectionate affair with the umpire.

For Ash, batteries led to a horror movie, carrots to night vision and candles to a seance where Pat Rafter’s ponytail was summoned.

For Todd, garlic knocks his audience out, honey & lemon turns him into a barbershop quartet and the pen leads to a Love Actually moment featuring Nick Kyrios.

We tapped into Nick Kyrgios’ cheeky controversial on court persona to engage his fans and other viewers in his broadcast film. Then for his endings, we showed a softer side to him that many fans haven't seen before.

Ash Barty is known as Australia’s girl next door and so we challenged perception by turning her into a possessed demonic creature in a horror movie.

Todd Woodbridge was a professional tennis champion turned commentator - known for talking the talk and wearing many hats. So we created a moment of need for him where he loses his voice and only is it solved by new ventures - e.g. creating a one man quartet.

Rather than just relying on one platform to deliver an entire film, we divided it across multiple. Through QR codes on broadcast television, we turned 3 commercials into 9 different film experiences. Viewers were invited to choose how each of our ads ended by scanning one of the QR codes on the TV and watching different stories play out from their mobile devices. As a result, our campaign turned a passive broadcast audience into an actively engaged online one.