WIMBLEDON TYPE PROJECT by J. Walter Thompson London for HSBC

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WIMBLEDON TYPE PROJECT

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Industry Banking, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Axel Chaldecott
Art Director Mark Norcutt
Copywriter Laurence Quinn
Typographer Tivy Davies
Released June 2009

Credits & Description

Category: Posters
Advertiser: HSBC
Product/Service: HSBC SPONSORSHIP OF WIMBLEDON
Agency: JWT
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Axel Chaldecott (JWT)
Copywriter: Laurence Quinn (JWT)
Art Director: Mark Norcutt (JWT)
Typographer: Tivy Davies (JWT)
Account Director: Tanya Hamilton-Smith (JWT)
Media placement: Outdoor - Complete Coverage Of Wimbledon And Southfields Tube Stations, London Buses And T - 8th June (For 4 Weeks)
Media placement: Press - National Newspapers During Wimbledon Fortnight Including Telegraph And Times - 15th - 22nd June

Describe the challenges and key objectives
Our answer was to create a headline focused campaign that targeted the thousands of fans making their way to the tournament. The key challenge was thinking of a way to bring this to life. We decided that the best way to do this was to design our own distinct typeface.

Describe the brief from the client
Our brief was to create an immediate print campaign for HSBC’s sponsorship of Wimbledon. The executions needed to be simple and versatile in order to work across different media. Please see A/V Presentation

Describe how you arrived at the final design
The font was devised using iconic, graphic images associated with Wimbledon. Everything was looked at. From Borg lifting the famous trophy, Federer falling to his knees on centre court and even McEnroe’s hair from the 1980’s. These headlines were set on the Wimbledon green background with HSBC’s red border, enabling us to create a consistent, well-branded and memorable campaign for HSBC.

Give some indication of how successful the outcome was in the market

The work was implemented on 8th June 2009, 2 weeks before the start of the tournament. The campaign was backed by a multi-million pound media spend which included complete coverage of the two closest tube stations Wimbledon, a variety of London transport media and national newspapers. The campaign was incredibly successful at providing a constant presence for HSBC throughout the tournament and building a strong association with the brand and Wimbledon.