13 Jun 2018

By: Sport Industry Group

All England Lawn Tennis Club (AELTC), organisers of The Wimbledon Championships, has launched a new campaign celebrating its history of the world’s oldest tennis tournament through animation.

Launched in a significant year for the organisation, the 150th anniversary of the All England Club and 50 years of Open tennis, the #TakeOnHistory campaign shows the evolution of Wimbledon from the tournament beginning in 1877 up to the present day.

Starting with Spencer Gore and ending with Roger Federer and Serena Williams, the illustrated tennis rally through the years shows the stars that have played at Wimbledon and how the AELTC has developed over time.

The 60-second animated trailer has been created by McCann London and developed with Nexus Studios and directors Smith & Foulkes. The campaign is an extension of Wimbledon’s wider global brand position of “In Pursuit of Greatness”, which is now in its third year.

Three versions of the trailer with different player combinations have been produced, which will be followed by a series of content films that focus in on three key areas of Wimbledon: the gardens, the ticket resale scheme and the famous Wimbledon queue.

James Ralley, head of marketing and commercial at the AELTC, said of the campaign: “This is a significant year for Wimbledon, not least because we are celebrating the 150-year anniversary of the All England Lawn Tennis and Croquet Club. This beautifully crafted film depicts the tireless pursuit of greatness Wimbledon represents, not just for our players and fans but as a global event. 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.”

Rob Doubal, co-president and chief creative officer, McCann London, added: “We’re really proud of this campaign, which perfectly captures how much Wimbledon has changed over the years and gone from strength to strength. 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 campaign will run for five weeks, up until the conclusion of The Championships on 15th July.