Showing Australia what Cricket’s made of.
Services
Creative Direction
Campaign
Brand
Internal Strategy
Client
Cricket Australia
Cricket was in crisis. Australia’s favourite sport was increasingly seen as out of date – male, pale, and stale – and the ‘Sandpaper’ scandal plunged popularity to an all time low. But we saw an opportunity. For Australians Cricket isn’t just a game, it’s part of our culture.
To begin we needed to align and reinvigorate the organisation. And so we gave them an organising thought: Opening for Australia. A rallying cry that united every employee.
Then we created an advertising platform. Our ‘Made of’ platform told authentic stories of players and fans alike. Through national TVCs, OOH campaigns, and social content, we showed cricket’s true spirit: resilience, determination, and joy. We turned players into people. Made competition about character. And gave Australians something to be proud of again.
We challenged the status quo, pointing out that Australia has 72 statues of male cricketers, but none of female cricketers. So proud to say we’ve made a difference.
A new visual identity and sonic branding drew inspiration from the game itself: long shadows cast by the all day summer sun. We wove together three core elements – people, place and play. Classic Australian colors celebrated traditional cricket, while a new typeface brought sporting energy to the game.
The result? Record-breaking fan engagement. 25% of Australians now call themselves ‘avid’ cricket fans. Broadcast viewership hit all-time highs. And among fringe fans, perception of cricket as progressive jumped 15%.
We didn’t just make a campaign, we rebranded a sport from the inside out. We reunified a nation’s game, from local participation to stadium scoreboards. We made the game as much about competitive sport as it is about who we are when faced with a challenge. Uniting the game of Cricket, and Australia’s love of it.
