Sipsmith Gin Celebrates Wimbledon Partnership in New Campaign

AI to replace line judges at Wimbledon

Human line judges dressed in crisp striped shirts and white bottoms will be absent from Wimbledon this year. Instead, 12 cameras will stand courtside to call whether the ball lands in or out. The Grand Slam tennis championship, which opens on 30 June, will fully adopt electronic line calling courtesy of Sony Group subsidiary Hawk-Eye Innovations. […]

Sipsmith gin celebrates Wimbledon partnership in new campaign

Gin brand Sipsmith is celebrating its continued status as the official gin partner of the Wimbledon Championships with a new omnichannel campaign. Developed in collaboration with creative agency Atomic London, the creative will aim to bring the tournament’s “unmistakable rituals” to life in Sipsmith’s “typically unconventional” style. At its heart, the work looks to communicate the idea that Wimbledon is “more than a postcode”, showcasing how fo…