2023 at Wimbledon marked a moment of transition, as one by one many of the greats continued to step back. The challenge was to elevate the next generation and create excitement for the future.
The creative idea - Always Like Never Before - highlights both the enduring traditions, and the continual capacity Wimbledon has to surprise. For our “Arrivals” campaign we focused on the familiar themes and stories that are being rewritten by new players. The work celebrated a changing line up of champions across the themes of rivalries, homegrown hopes and future legends.
