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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.”


Client – Wimbledon

Brand Manager – Harry Kerr

Head of Marketing, Commercial & Hospitality– James Ralley

Head of Communications, Content & Digital – Alexandra Willis


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