The AELTC has launched its official The Championships 2021 campaign, celebrating fans – some of whom will be in attendance at the event when it begins on 28 June.
‘It’s a Wimbledon Thing’ launches with two weeks to go before the third tennis Grand Slam of the year, and celebrates the ‘uniqueness’ of Wimbledon fandom – something the AELTC says goes beyond tennis, and echoes around the world.
The campaign will be a ‘tribute’ to the fans who ‘take the traditions for which our tournament is known and loved, and make them their own’.
Created by McCann London and directed by duo ‘US from Academy’, the spot threads together a narrative of fandom in a high tempo film, beginning with British fans barbequing in the rain, but builds to show a US-based fan putting the finishing touches to her Wimbledon Bake-Off, before moving on to show fans in Tokyo, Thailand, New York, and beyond continue the theme, sharing ‘their Wimbledon Thing’ as they watch the action on-court.
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Throughout Wimbledon, the campaign will encourage fans – including players – to share their #WimbledonThing, and will also include a collaboration with UEFA around the rescheduled Euro 2020, which will aim to leverage UEFA’s partnership with TikTok.