Cricket Australia
What Cricket is really made of
Aligning corporate strategy, branding and advertising
Services
Campaign
Brand
Internal Strategy
Client
Cricket Australia
Following a serious cheating scandal, ‘Sandpaper Gate’, Cricket Australia needed to rebuild. Perceived as male, pale and stale the popularity of the sport was at a low.
Insight
Cricket has been Australia’s favourite sport for a long time. The playing field is where our wins and setbacks, in both cricket and life, reveal our true individual and national character.
Creative Platform
It’s more than a game – it’s what we’re made of.
This is where we show our resilience, grit, determination, competitiveness, optimism, spirit, playfulness and joy.
Execution
The ‘Made of’ platform showcases authentic stories of people and players who make the game great. These stories are woven into a flexible ecosystem of touchpoints, adapted by channel.
We created 2 nationally broadcast TVCs, 3 national OOH campaigns, social media stories and assets, display advertising, a landing page, internal assets, ticketing assets
We designed a new visual identity, iconic soundtrack and sonic brand sign-off.
Cricket struck a deep chord with the hearts of Australians through a consistent drumbeat of authentic stories across every touchpoint, permeating beyond ‘advertising’ into content they wanted to engage with.
We turned players into real people, telling their stories beyond the game.
We made the game as much about competitive sport as it is about who we are when faced with a challenge.
And in a turbulent, stressful time, we made Australians feel they belonged with Cricket, and proud to be Australian.
Results
- Record high fans – 25% of Australians consider themselves ‘avid’ cricket fans – a record!
- Most watched on record – Millions tuned into cricket broadcasts across linear television and streaming services
- 69% of fringe fans believe Cricket is progressive, up 15%
