The All-England Lawn Tennis Club (AELTC) has launched a new OOH campaign for The Championships, Wimbledon, spotlighting the unique rituals, love and passion displayed by fans of the world-famous tennis tournament.

To celebrate the return of one of the most iconic sporting events in history, creative agency, Space, have developed a full OOH takeover across SW19, bringing to life the ‘It’s a Wimbledon Thing’ idea created by McCann, which aims to illustrate the excitement generated by the tournament. The campaign runs through the entirety of The Championships, highlighting the impact the event has on the nation, playfully calling out the unique behaviours of a country that suddenly becomes obsessed with all things Wimbledon.

The creative comprises of three executions which will take over several key media spots within the local area: both Wimbledon and Southfields stations have undergone full dominations, and the iconic Court 12 bears a 70-metre banner.

The first features a fantastically crafted topiary, proudly shaped to declare ‘It’s a Wimbledon Thing’ in a fan’s garden, symbolising the lengths (and love!) tennis fans go to when celebrating the tournament.

The second, a pile of iconic strawberries nigh-on spilling from a bowl with the strapline, ‘It’s never having too many’. This plays into the excitement that surrounds the tournament, where for two weeks a year, permission to indulge is implicit – and suggests ‘why stop at just one punnet?’

The final execution shines a light on the return of the most iconic stadium in history. The headline reads, ‘A stage like no other’ and is boldly set above the scene below, ramping up the anticipation and giving fans (and players) a taste of what it’ll be like on Centre Court.

All creative encourages fans to get involved with the campaign and share their unique ‘Wimbledon Thing’ via a hashtag #WimbledonThing, amplifying the excitement generated and truly celebrating the different ways that people engage with The Championships.