When one thinks of Grand Slam tennis, Wimbledon is usually the first tournament that leaps to mind. The Australian Open is Aussie fun in the sun, the French Open is elegant, and the U.S. Open’s grit is decidedly New York. But, the legendary tournament in London still retains its top spot due to its history—which McCann London explores in some beautiful new animated work.
The trailer is an amuse-bouche to a broader creative content play that runs to July 15th celebrating the 150th anniversary of the All England Lawn Tennis & Croquet Club (AELTC) and the sport’s oldest tennis tournament.
Developed with Nexus Studios and Oscar-nominated directors Smith & Foulkes, the timeline—from bedecked-in-long-pants-and-dresses through to the TV age and more contemporary winners like Billie Jean King, Bjorn Borg, Chris Evert, John McEnroe, Pete Sampras, Steffi Graf, Serena Williams and others—is both anthemic and epic, befitting a tournament of such stature.
“We’re really proud of this campaign, which perfectly captures how much Wimbledon has changed over the years and gone from strength to strength,” said Rob Doubal, co-president, and chief creative officer, of McCann London. “The guys at Nexus were incredible at capturing the changing styles, not just of design and fashion, but of the Club, the players’ techniques and the atmosphere, all while staying true to the Wimbledon brand people know and love today.”
The work is also a continuation of Wimbledon’s “In Pursuit of Greatness,” brand position, which is in its third year.
“This beautifully crafted film depicts the tireless pursuit of greatness Wimbledon represents, not just for our players and fans but as a global event,” said James Ralley, head of marketing and commercial at the AELTC. “History is the benchmark that we judge ourselves by – and we are immensely proud to show the richness of our history through amazingly imaginative illustrations and incredible craftsmanship.
CREDITS:
Client: Wimbledon
Brand Manager: Harry Kerr
Head of Marketing, Commercial & Hospitality: James Ralley
Head of Communications, Content & Digital: Alexandra Willis
Agency: McCann
Executive Creative Director: Rob Doubal
Executive Creative Director: Laurence Thomson
Chief Strategy Officer: Theo Izzard Brown
Head of Integrated Production: Sergio Lopez
Creative Director: Alexei Berwitz
Creative Director: Rob Webster
Creative: James Crosby
Creative: Will Cottam
Executive Producer: Clare Sullivan
Producer: Claire Hopkins
Producer: Anna Cartwright
Managing Partner: James Latham
Business Director: Tommy Smith
Account Director: Christos Cardovillis
Account Manager: Tom Baines
Planner: Emily Ellis
Project Director: Daniela Loccisano
Sound Engineer: Adam Smyth
Production Company: Nexus Studios
Directors: Smith & Foulkes
Executive Creative Director: Chris O’Reilly
Executive Producer: Tracey Cooper
Production Manager: Annika Bauer
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