The All England Club has launched a new integrated campaign ahead of this year’s Wimbledon Championships to drive public anticipation of tennis’ showpiece event.
Spearheaded by a 60-second spot, ‘Always Like Never Before’ celebrates iconic moments that have taken place on the hallowed turf of the All England Club since the tournament was first held in 1877.
Developed by creative agency McCann London, the film features an all-new song created especially for the tournament by hip-hop and electronic producer, composer and DJ, Hudson Mohawke, featuring vocals by GiGi Grombacher.
“You just need to watch one episode of Netflix’s Break Point to understand that we’re at a pivotal moment in tennis. We’re blessed with a raft of new players coming through the ranks, full of passion and hunger, and ready to make their mark on the tour,” Wimbledon marketing and commercial director, Usama Al-Qassab said.
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“It’s an exciting, once in a sporting generation time, and we had to reflect this mood in our new trailer. After all, a day at Wimbledon is always like never before. Produced with our creative partners at McCann London, the trailer skilfully weaves together archive action with various creative techniques to produce a series of stunning filmic posters.”
Running across TV, out-of-home, digital and social media over the coming weeks, the film blends archive footage, 2D illustrations, 3D animations, CGI and photography to reincarnate Wimbledon moments as vibrantly dramatic posters.
McCann London creative directors Matt Searle and Olly Wood added: “Fans know they can always rely on Wimbledon to deliver: from immaculate grass to awe-inspiring tennis, nothing stands still. Greats of the game will bid farewell, but there is always new talent rising to seize the mantle. #
“The mix of tradition and innovation is at the heart of our ‘Always Like Never Before’ campaign, which recognises the sport’s trailblazers, great rivals, mavericks and spirited legends who inspire us all and have created so many unforgettable moments at Wimbledon.”
