Robinsons wanted to emphasise this heritage, "reclaim consumers' hearts and minds" and make the brand stand out from other Wimbledon sponsors.
The vehicle to do this was a beautifully crafted, 60-second spot called "imagine", which showed families from across the nation in the build-up to the iconic event and their hopes of crowning a British winner. "It will happen again and we will be part of it," says the voiceover at the end of the ad.
The Wimbledon campaign was developed at BBH, London, by executive creative director Nick Gill, copywriter Daniel Schaefer, art director Szymon Rose and agency TV producer Ben Davies. The ad was directed by Benito Montorio and produced by Jimmy Bland from Blink Productions.
It won Gold and Silver awards at the 2010 British Arrows.
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This article was first published on brandrepublic.com