All England Lawn Tennis Club: In Pursuit of Greatness/The Wimbledon Weekend by McCann London
- Location:
Published: June 2016
Short Rationale: The All England Lawn Tennis Club (AELTC) has launched a new strategic brand positioning and campaign for The Championships, Wimbledon, under the platform “In Pursuit of Greatness”.
“In Pursuit of Greatness” is the first major campaign launched by the AELTC for The Championships. Developed by McCann London as part of the integrated IPG team, “In Pursuit of Greatness” is designed to celebrate the Wimbledon brand through communicating The Championships’ constant quest for improvement.
The platform will be brought to life through a range of content in advance of and during The Championships 2016, and will be distributed by the AELTC and its broadcast and Official Supplier partners.
As part of the first wave of activity, McCann London has developed online films demonstrating the exacting standards that go into creating the world’s premier annual sporting event. The films are told through the voices of some of the individuals whose roles help to make Wimbledon so unique – a ball boy, the head groundsman, a technology expert and the CEO.
Additional content will be generated throughout the two weeks of The Championships, all of which will run across Wimbledon’s social channels - including Facebook, Twitter, Instagram, Pinterest and YouTube - and deployed via programmatic targeting to US and UK audiences. Content partnerships with key influencers were developed and delivered by UM, part of the IPG Wimbledon Team, and deployed via programmatic targeting to US and UK audiences.
Credits
Chief Creative Officer: Rob Doubal
Creative Director: Chad Warner
Art Director: James Rooke, Alexei Berlitz
Copywriter: Imogen Jones, Rob Webster
Additional Credits: Head of Integrated Production: Sergio Lopez
Executive Producer: Sophie Chapman-Andrews
Producer: Michelle Prinsloo
Business Affairs Executive Producer: Melita Watt
Head of Strategy: Theo Izzard-Brown
Managing Partner: Tom Wong
Account Director: Alba Berdala
Account Manager: Christos Cardovillis
Project Manager: Sarah van-Uden
Production Company: Craft
In Pursuit of Greatness content
Director/Editor: Oliver Goodrum
2nd Editor: Simon Eustace
Post Production: Raised By Wolves
Motion Graphics: Oficina Prague
Music Composer: Nico Casal
Wimbledon Weekend Content
Animator: Alixe Lobato, Dario Saquetti
Illustrator: Ben Hasler
Designer: Lottie Sole, Colin Lee
Music: Homecoming 2
Media Planning and Buying: UM
Strategy Director: Ella Goldner
Global Account Director: Sam Pitt
International Account Manager: Reka Kerti
Senior Manager, Integrated Investment: Denise Manukian
VP, Group Partner, Portfolio Management: Diana Steblai
