Tag: Matti

Will Federer be oldest Grand Slam winner of modern era

first_imgLondon: Eight-time Wimbledon champion Roger Federer believes the “stars have aligned” as he attempts to become the oldest Grand Slam winner of modern times in Sunday’s final against Novak Djokovic. The 37-year-old Swiss can clinch a record-extending 21st major if he manages to break free of the world number one’s stranglehold. Four-time Wimbledon winner and defending champion Djokovic enjoys a 25-22 edge in career meetings, stretching back 13 years. Also Read – Dhoni, Paes spotted playing football togetherThe Serb has won 14 of their last 20 meetings and eight of the last 10. Federer has lost all four of their most recent meetings at the Slams and it’s now seven years since he triumphed over the 32-year-old at the majors. That was 2012 in four sets in a Wimbledon semi-final. However, Federer, who will be 38 next month, insists such statistics are meaningless as he attempts to succeed Ken Rosewall, at the 1972 Australian Open, as the oldest Slam champion of the Open era. Also Read – Andy Murray to make Grand Slam return at Australian Open”It’s been a rock solid year for me. I won in Halle (on grass on the eve of Wimbledon). The stars are aligned right now,” said Federer. “From that standpoint I can go into the match very confident.” Federer, who passed the 100-win mark at Wimbledon in his quarter-final victory over Kei Nishikori, is feeling especially confident after seeing off Rafael Nadal in four sets in the semi-final. That win was crucial coming as it did just a month after his old rival had condemned him to his worst Slam loss in 11 years in the semi-finals at Roland Garros. Appearing in his 12th final at the All England Club, and 16 years after his maiden Wimbledon title triumph, Federer believes there is little new that either he or Djokovic can do to prepare for Sunday’s showdown. “This is like at school — on the day of the test you’re not going to read, I don’t know, how many books that day. “It’s quite clear the work was done way before.” There is no doubt whatsoever as to who the crowd will support. Djokovic, a 15-time Grand Slam champion, is respected by British fans but certainly not revered in the same saintly fashion reserved for Federer. Too intense and too new age for modest British tastes, Djokovic did little to endear himself in his semi-final win over Roberto Bautista Agut. After a punishing 45-shot rally ended in his favour, the Serb roared out his frustration, cupped his ear and placed an admonishing finger to his lips as most of Centre Court willed the ball to fall in the Spaniard’s favour. “Look, I focus on what I need to do,” said Djokovic. “At times they wanted him to come back into the match, maybe take a lead because he was an underdog. “I understand that. But I had enough support here over the years, so I don’t complain.” Djokovic has yet to be truly tested at this Wimbledon. The highest-ranked player he has faced was 21st-seeded David Goffin of Belgium who was dismissed for the loss of just six games in the quarter-finals. The ‘NextGen’ hopefuls in his half of the draw all failed to fire. Highly-regarded Stefanos Tsitsipas never made it past the first day while Canadian teenager Felix Auger-Aliassime fell in the third round.last_img read more

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Swedish lottery of life campaign wins UN award for public service advertising

5 May 2011An interactive campaign from Sweden that asks the public to place themselves in the shoes of someone less fortunate and imagine what their daily lives would then be like is this year’s winner of a United Nations award designed to honour advertising that promotes the ideals and goals of the world body. The UN Department of Public Information (UNDPI) Gold Award, presented today in New York, has been given to Lowe Brindfors advertising agency of Stockholm for its “Lottery of Life” campaign for Save the Children Sweden.The campaign has been so successful in Sweden, generating more than 250,000 hits on its website and extensive discussion in the media, that it is being expanded to other countries and languages.A team of Lowe Brindfors staff created an integrated campaign, including a website featuring a lottery wheel where Swedes – who represent less than 1 per cent of the world’s population – could take a virtual spin and learn what their life would be like and what problems they would face if they had been born in another country.Stefan Pagréus, a copywriter at Lowe Brindfors, told the UN News Centre today that he and his colleagues wanted to create a different kind of campaign to those traditionally associated with aid agencies and non-governmental organizations (NGOs).“Many of the campaigns are quite the same: it’s all horrible pictures of starvation and death,” he said. “We thought that this way we are making people care about this issue in a very different way.”Save The Children Sweden, a regular client of Lowe Brindfors, wanted a fresh campaign that could attract a younger target group than usual.“When we discussed the basic idea it felt strong since we immediately realized that the thought of ‘who would I be if I was somebody else’ is a universal thought,” said Pelle Lundquist, an art director at the advertising agency.“When we continued to work on it we felt that there’s a good dynamic between the abstract thought and the hard statistics of where you actually would be born, if born again today.“Being born in Sweden, a rich country, is a privilege to only 0.08 per cent, a striking figure since being born to a life in poverty, wars etc. is somewhere over 70 per cent.”The UNDPI Silver Award went to DDB Budapest of Hungary for a digital and interactive campaign for Amnesty International Magyarorszag that called for continued pressure on world leaders to deliver on the anti-poverty targets known as the Millennium Development Goals (MDGs).The Bronze Award was given to DDB Shanghai of China for an outdoor campaign for that country’s environmental protection foundation to promote a reduction in vehicular traffic.Seven other finalists received also honourable mentions for their work. The awards, handed out as part of the New York Festivals 2011 International Advertising Awards, were first established in 1990. read more

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