A sports ad that’s nothing like any of the other million or so sports ads in the world. That has to attract attention. And when it’s also aesthetically beautiful and interesting in its idea – that has to hold attention. McCann Craft London’s Wimbledon campaign, #JoinTheStory, for the All England Club (AELTC), which runs the tennis tournament, is striking. It links Wimbledon events to global news – embedding the tournament’s position in the world’s cultural history.
At the spearhead of the campaign is a 60-second film, The Story Continues, directed by Elliot Dear and underscored by an orchestral re-record of Oasis’ Live Forever, which will run on TV and online during the three-week build-up to Wimbledon. The film was created with an innovative mixed-media process, seamlessly blending live action, stop-motion, CGI, and stock footage.
James Ralley, the AELTC’s head of commercial and brand, commented, “The story of Wimbledon began in 1877 and we’ve been making headlines ever since. Each tournament creates new heroes and new stories; while our greatest moments have shared the front page with two world wars, the moon landings and the invention of the Internet. This global campaign truly celebrates Wimbledon’s ongoing role at the forefront of world news and events.”
The AELTC has also created a documentary podcast mini-series, produced by Livewire Sport, under the #JointheStory banner. The podcasts look at the cultural relevance of certain Wimbledon champions to world events – Borg and McEnroe in 1980, the outspoken Andy Murray winning in 2016, the year of the EU Referendum. The podcasts will be distributed by Wimbledon’s own channels from 24 June. Some of the championships’ iconic matches are also being brought to life through a series of Wimbledon Rematch experiential events, inspired by Secret Cinema and promoted by PR agency, Boom. The social media campaign will encourage people to share their experiences and memories of Wimbledon. #JoinTheStory will be supported by outdoor and ambient advertising in the SW19 area of London.
Agency: McCann Craft
Creative Directors: Alexei Berwitz & Rob Webster
Executive Producer: Jonathan Davis
Creatives: Matt Searl & Olly Wood
Agency Producer: Anna Cartwright
Production Company: Blinkink
Director: Elliot Dear
Producer: Georgina Fillmore
Executive Producer: Bart Yates
Production Coordinator: Maryam Anibaba
DoP: Max Halstead
Art Director: Sean Hogan
Wardrobe: Zelda Sellars
Comp lead: Sean Martin
Compositors: Emre Samioğlu, John Wilkinson & Dan Ruiz
3D Lead: Quentin Vien
3D team: Sandrine Gimenez, Lisa George-Gilroy, Sophie Blayrat, Klaas-Harm de Boer, Florent Rousseau & Mark Ardisson
Matte Painter: Metin Gungor
Editor: Christina Conradi
Titles and Motion Graphics: Roland Lukacsi