VCCP has taken Wimbledon down a new road with its global brand platform for the All England Lawn Tennis Club, There is only one Wimbledon, ahead of the Championships in June-July.
There is only one Wimbledon spearheads a long-term brand strategy that reflects the singular character and special magic of The Championships, where sporting history and modern drama meet, while bringing fresh relevance to connect with a broader global audience. At the heart of the 2025 campaign is a cinematic hero film, that captures the psychological intensity and elite physicality of the world’s best players competing on one of sport’s most famous and prestigious stages. Familiar Wimbledon elements – the grass, the net and the racket – have been warped and exaggerated into the types of tricks the mind can play, inspired by conversations with several former and current players.
Annabel Croft, British former professional player, commentator and All England Club Member, commented, “There’s a solitary mental challenge to overcome to reach the top of the sport and that is heightened when Wimbledon means so much to so many. I used to have a dream of being surrounded by vines and grass holding me back.” Croft has also provided an authentic commentator’s voiceover to the campaign.
British player, Alfie Hewett OBE, who won the gentlemen’s wheelchair singles and doubles titles at The Championships last year, added, “Wimbledon brings a different kind of pressure, it’s home soil. It’s the one I have dreamed about most, so when you’re out there on those grass courts, the expectations – your own and everyone else’s – can mess with your head. But that’s also what drives you. You prepare harder, focus more, and dig deeper – because there is only one Wimbledon, and winning here means everything.”
There is only one Wimbledon, launched on June 9 and will run throughout the Championships across global markets and broadcast channels including the BBC (UK), ESPN (North America and LATAM), Eurosport (Europe), Sky-Italia, Amazon Prime (Germany), Movistar (Spain), beIN (France & MENA), Star India, Channel Nine (Australia), NHK & WOWOW (Japan), CCTV & Tencent (China), and SuperSport (South Africa).
The hero commercial will be supported in OOH, social content and PR activations tailored and localised to individual markets.
The campaign elements were built by VCCP’s global content studio, Girl&Bear, working with director, Folkert Verdoorn, and production company, Magna Studios. Post-production was led by Black Kite Studio.
Usama Al-Qassab, marketing and commercial director at The All England Lawn Tennis Club, commented, “Wimbledon represents more than just a tennis tournament for our millions of fans around the world – it‘s a global symbol of sporting excellence, heritage and human drama. Our new trailer captures this by portraying the inner world of the player – the tension, the pressure, the breakthrough. We’re proud to launch this trailer as the first expression of our new campaign, There is only one Wimbledon.”
Darren Bailes, global chief creative officer at VCCP, added, “This was a rare opportunity to create something for a brand that truly stands alone. Wimbledon is revered around the world, not just for its heritage, but for what it demands of its players. Everything means more at Wimbledon – the pressure, the focus, the will to win. With There is only one Wimbledon, we wanted to visualise that psychological battle and show what it really takes to win on this stage.”
Credits
Client: The All England Lawn Tennis Club
Marketing & Commercial Director: Usama Al-Qassab
Head of Marketing: Brendan Dinen
Brand Manager: Alessandro Perottoni
Advertising Agency: VCCP
Global Chief Creative Officer: Darren Bailes
Creative Director: Jim Capp
Creative Team: Tom Lee & Alice Goodrich
Head of Art: Ali Augur
Coo: Peter Grenfell
Business Director: Kristi Kriel
Senior Account Manager: Lily Sherston
Planning Director: Lotte Jones
Senior Planner: Saskia Meagher
Production Agency: Girl&Bear
Agency TV Producer: David Vass
Agency TV Production Assistant: Oona Webster Jones
Integrated Creative Producer: Phoebe Hazzan
Broadcast Affairs Manager: Julia Matthews
Designer: Jonathan Harper
Artlab: Scott Mitchell
Resource Manager: Yasmine Moridi
Production Company: Magna Studios
Director: Folkert Verdoorn
Executive Producer: James Sorton
Head of Production: Alistair Payne-James
Producer: Luke Goodrum
Production Manager: Anoushka Abel
DoP: Konstantin Mazov
1st Ad: Rob Blishen
Gaffer: Reuben Garrett
Production Designer: Tim Gibson
Costume Designer: Katie Mcgoldrick
Edit House: Stitch
Editor: Rich Woolway
Edit Assistant: Laura Zvarikova
Senior Edit Producer: Maggie Mcdermott
Post-Production Company: Black Kite Studios
Colourist: Tom Mangham
VFX Supervisor: George Brunt
CG Lead: Milen Piskuliyski
Senior Producer: Phil Whalley
Production Coordinator: Kit Hartley
Audio Post-Production: Factory Studios
Sound Design And Mix: Jon Clarke
Audio Producer: Olivia Endersby
Music Supervision: Siren
Composer: Rebekah Fitch
Music Producers: Siân Rogers & Joshua Gibbard
Archive Footage Management: IMG & The Directors Studio
