To mark The Championships 2018, McCann London and The All England Lawn Tennis & Croquet Club (AELTC) leveraged an innovative technique to celebrate its history, telling the story of the world’s oldest tennis tournament through animation. 

In a year of significant historical milestones, such as the 150^th anniversary of the All England Club, and 50 years of Open tennis, the campaign launched with our 60-second animated trailer, showing the evolution of Wimbledon from its beginnings in 1877 up to the present day. Starting with Spencer Gore and ending with Roger Federer and Serena Williams, a continuous illustrated tennis rally through the ages showcases not just the stars to have graced Wimbledon but the ways the All England Club has changed and improved over time. Just as the players and the Club evolve, the style of illustration changes in keeping with each era.

This campaign is the next step in Wimbledon’s ever-growing commitment to aligning its global brand position. Created by McCann London and developed with Nexus Studios and Oscar-nominated directors Smith & Foulkes, the campaign illustrates Wimbledon’s brand essence of “In Pursuit of Greatness”, now in its third year. Wimbledon has long stood for more than just a sports tournament. Instead it champions a philosophy of constant improvement and how the greatest measure is themselves, not against their peers, but against their past.