All England Lawn Tennis Club - The Wimbledon Championships: In Pursuit of Greatness by McCann London
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To mark The Championships 2018, the All England Club (AELTC) is leveraging technical innovation to celebrate its history, telling the story of the world’s oldest tennis tournament through animation that dazzles the eyes.
To honor the 150th anniversary of the All England Club, and 50 years of Open tennis, the #TakeOnHistory campaign features a 60-second animated trailer, showing the evolution of Wimbledon from its beginnings in 1877 up to the present day.
It starts with an illustration of the competition in its early days, with smartly, and overly-dressed men and women, with an animated image of first champion Spencer Gore. It travels through the eras, the animation style morphing with the times, like going from a bucolic horse-drawn lawn roller to mechanized ones, hand-changed scoreboards to lighted ones. It ends with manga anime-style representations of powerful Roger Federer and Serena Williams, showing the ways the All England Club has changed and improved over time.
The campaign was created by McCann London and developed with Nexus Studios and directors Smith & Foulkes. It aims to illustrate Wimbledon’s brand essence of ‘In pursuit of greatness”, now in its third year. According to a release, Wimbledon “champions a philosophy of constant improvement, which it demonstrates through content, its partners and its players.”
Credits
Client – Wimbledon
Brand Manager – Harry Kerr
Head of Marketing, Commercial & Hospitality– James Ralley
Head of Communications, Content & Digital – Alexandra Willis
McCann
Executive Creative Director – Rob Doubal
Executive Creative Director – Laurence Thomson
Chief Strategy Officer – Theo Izzard Brown
Head of Integrated Production – Sergio Lopez
Creative Director – Alexei Berwitz
Creative Director – Rob Webster
Creative – James Crosby
Creative – Will Cottam
Executive Producer – Clare Sullivan
Producer – Claire Hopkins
Producer – Anna Cartwright
Managing Partner – James Latham
Business Director – Tommy Smith
Account Director – Christos Cardovillis
Account Manager – Tom Baines
Planner – Emily Ellis
Project Director – Daniela Loccisano
Sound Engineer – Adam Smyth
Production Company – Nexus Studios
Directors – Smith & Foulkes
Executive Creative Director – Chris O’Reilly
Executive Producer – Tracey Cooper
Production Manager – Annika Bauer
