Every year, Wimbledon launches a new campaign line and hero film. This year’s challenge was to honour its legacy while resonating with a new generation of Gen Z fans.

Always Like Never Before was written to bridge heritage and the future. It celebrated everything Wimbledon has been while unlocking what it could become.

In that spirit, we broke from tradition.Swapping green lawns and strawberries for a bold, blockbuster-style film set to a custom Hudson Mohawke track, we reimagined each athlete as trailblazers and legends shaping the future of tennis.

The campaign line also set the ambition for the rest of the year, pushing clients to do things they have never done. Including launching the first-ever social challenge on TikTok.