This year at Wimbledon marked a moment of transition, as one by one many (though not all) of the greats continue to step back. The challenge was 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. Fpr our “Arrivals” campaign we focused on the familiar themes and stories that are being rewritten by new players. The work, across stations, out of home and on the grounds, celebrated a changing line up of champions across the themes of rivalries, homegrown hopes and future legends, and raised exciting possibilities for the future.
