Wimbledon launches #JoinTheStory campaign

11 Jun 2019

By: Sport Industry Group

The All England Lawn Tennis Club (AELTC) has launched its #JoinTheStory multimedia campaign ahead of this year’s Wimbledon Championships.

The campaign will run across broadcast, out-of-home and online and will showcase standout Wimbledon moments that have shared the front page with major news stories over the years. The campaign is designed to show how sport and society have influenced each other throughout history.

To mark the beginning of the campaign, the AELTC has launched a 60-second trailer called The Story Continues. The trailer has been created on behalf of the AELTC by McCann London, Director Elliot Dear and animation studio Blinkink. The Story Continues features a range of landmark Wimbledon headlines layered together with global news stories.

The trailer shows Amelia Earhart becoming the first female aviator to fly solo across the Atlantic Ocean as Althea Gibson becomes the first black woman to win Wimbledon. Other snippets include Billie Jean King leading the fight for equality in tennis as man lands on the Moon, and Roger Federer at his peak as the Human Genome is documented.

The trailer features photography, live action, typography, VFX and post-production techniques to allow the static archive imagery to be projection-mapped onto 3D wireframes. The video is accompanied by an orchestral re-record of Oasis hit ‘Live Forever’ and will run across TV, online and digital for three weeks in the build-up to this year’s Championships.

James Ralley, the AELTC’s Head of Commercial and Brand, said: “The story of Wimbledon began in 1877 and we’ve been making headlines ever since. Each tournament creates new heroes and new stories; while our greatest moments have shared the front page with two world wars, the Moon landing and the invention of the Internet.

“This global campaign truly celebrates Wimbledon’s ongoing role at the forefront of world news and events – and shows that when it comes to sporting achievement the best is yet to come.”

As part of the #JoinTheStory campaign, the AELTC will also run a social content series that evolves Wimbledon’s headlines from telegraph, to paper, to mobile phone, to tweet. A mini-documentary series, produced by Livewire Sport, will also launch during the week before Wimbledon qualifying. The series will showcase five stories through audio and video and will be released on 24th June.

From 28th-30th June, the AELTC will also tease the start of Wimbledon with the hosting of Wimbledon Rematch 1980, a live re-creation of the 1980 Championships which it claims will mark a first-for-sport immersive experience.

The 2019 Wimbledon Championships take place from 1st-14th July.

Sport Industry Group spoke to the AELTC's James Ralley, Head of Commercial & Brand; Alexandra Willis, Head of Communications, Content & Digital; and Harry Kerr, Marketing Manager; to get the story behind Wimbledon’s #JoinTheStory campaign and hear the latest plans ahead of The Championships this year.