All England Lawn Tennis Club - The Wimbledon Championships: #JoinTheStory by McCann

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As the three-week countdown to Wimbledon 2019 begins, the All England Lawn Tennis Club (AELTC) has launched #JoinTheStory to demonstrate how sport and society are entwined.

The story of the Wimbledon Championships began back in 1877, a year after the game of lawn tennis was devised, making it the oldest tennis tournament in the world.

Over its 142 year history, it has not only seen many tense finals and sore losers but during this time, the world has experienced two world wars, five coronations and 24 prime ministers.

Created by McCann London, #JoinTheStory showcases Wimbledon moments throughout time that have shared the front page with some of the biggest stories of recent history and beyond, which demonstrates how sport and society have influenced each other throughout history.

AELTC has launched the campaign with a film called The Story Continues, which follows a selection of landmark headlines from Wimbledon and the global news archive.

Among the juxtapositions, Amelia Earhart was the first female aviator to fly solo across the Atlantic Ocean in the same year as Althea Gibson became the first black woman to win Wimbledon.

In the same year that Roger Federer redefined the way tennis is played, the Human Genome was documented, and in the same year that the first man landed on the moon, Billie Jean King lead the right for equality in tennis.

Such comparisons, portrayed across a backdrop of an orchestral cover of Oasis' ballad Live Forever, illustrates how feats of human endeavour that are newsworthy take place on and off the court.

There will be a mini-series produced by Livewire Sport that showcases five of the stories referenced in the trailer.


Client: Wimbledon

Brand & Manager: Harry Kerr

Head of Marketing and Commercial: James Ralley

Commercial & Media Director: Mick Desmond

Head of Communications, Content & Digital: Alexandra Willis

Creative Agency: McCann

Chief Creative Officers: Rob Doubal and Laurence Thomson

Creative Directors: Rob Webster and Alexei Berwitz

Senior Creatives: Matt Searle and Olly Wood

Business Director: Tommy Smith

Account Manager: Alice Lindsay

Project Director: Daniela Loccisano

Chief Strategy Officer: Theo Izzard-Brown

Planner: Emily Ellis

Executive Producer: Jonathan Davis

Agency Producer: Anna Cartwright

Head of Art: Dan Howarth

Designer: Matthew Thomas

Head of Business Affairs: Molly Strasser

Animation Studio: Blinkink

Director: Elliot Dear

Executive Producer: Bart Yates

Producer: Georgina Fillmore

Production Coordinator: Maryam Anibaba

Directory of Photography: Max Halstead

Art Director: Sean Hogan

Wardrobe: Zelda Sellars

Post-Production Comp Lead: Sean Martin

Compositor: Emre Samioğlu

Compositor: John Wilkinson

Compositor: Dan Ruiz

3D Lead: Quentin Vien

3D Team Member: Sandrine Gimenez

3D Team Member: Lisa George-Gilroy

3D Team Member: Sophie Blayrat

3D Team Member: Klaas-Harm de Boer

3D Team Member: Florent Rousseau

3D Team Member: Mark Ardisson

Matte Painter: Metin Gungor

Editor: Christina Conradi

Titles and Motion Graphics: Roland Lukacsi

Stock Source and Image Rights: Jody Winterbottom @ The Directors Studio

News Researcher and Writer: Rebekah Lucking


Sound Engineer: Jack Sedgwick @ Wave

Sound Producer: Beth Tomlin and Matt Wyatt


Title: Live Forever

Composer: Noel Gallagher

Publisher: Sony/ATV Music Publishing Ltd

Artist/Arranger: Fred Ashworth

Master Recording Owner: Native Music Supervision Ltd

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