AELTC Launches Always Like Never Before Campaign
The All England Lawn Tennis Club and McCann London have released their annual campaign in anticipation of this year’s Wimbledon Championships.
Spearheading the media output is this year’s trailer, Always Like Never Before, which launched on Friday 16th June, featuring a historic series of ‘like never before’ moments at SW19.
The campaign sees media company McCann London collaborate with hip-hop and electronic producer, composer and DJ, Hudson Mohawke, who has created the soundtrack for the trailer.
The full length track will be made available on all digital streaming platforms on Wednesday 28th June.
The trailer uses a mixture of archive footage, 2D illustration, 3D animation, CGI and photography to revisit historic Wimbledon moments as timeless posters.
Each one heroes and immortalises iconic match-ups from the likes of Serena and Venus Williams, Roger Federer and Rafael Nadal, Bjorn Borg and John McEnroe, juxtaposing them with contemporary history-makers and rising stars like Coco Gauff, Nick Kyrgios, Ons Jabeur and Alfie Hewett.
The trailer was directed by filmmaker Ernest Desumbila at Iconoclast/Sauvage.
Usama Al-Qassab, Marketing & Commercial Director for Wimbledon, commented, “You just need to watch one episode of Netflix’s Break Point to understand that we’re at a pivotal moment in tennis. We’re blessed with a raft of new players coming through the ranks, full of passion and hunger, and ready to make their mark on the tour. It’s an exciting, once in a sporting generation time, and we had to reflect this mood in our new trailer. After all, a day at Wimbledon is always like never before.
“Produced with our creative partners at McCann London, the trailer skilfully weaves together archive action with various creative techniques to produce a series of stunning filmic posters.”
Cameron Norrie, British No 1, added, “As my home court, playing at Wimbledon has always been special. It comes to life in this year’s Trailer, but suffice to say the new talent getting tougher every day, all you can do is take each match as it comes. I’m looking forward to driving that momentum from British No1 to world No1 – hopefully this year’s Wimbledon will help me achieve that.”
The campaign will be shown across digital, social, OOH and broadcast channels, with The Championships Qualifying Competition beginning on Monday 26th June before the main draw action of the fortnight begins on Monday 3rd July.
