Aus/NZ hailed ‘the world’s toughest backyard’ in cricket world cup promo

The brand identity for the 2015 Cricket World Cup has been created, along with a video that positions co-hosts Australia and New Zealand as ‘the world’s toughest backyard.’

Following communication will bring in imagery from the indigenous cultures of both countries, FutureBrand, the brand consultancy behind the campaign, revealed.

Creative director of FutureBrand Australia, Ken Shadbolt, said: “It has been a fascinating challenge to consider what our two countries share, and how to best express those similarities into a brandmark.”

“More than just a symbol of cricket, we wanted to create an expression of the Australian and New Zealander culture that highlights to the millions of international cricket fans the unique flavour that will characterise the ICC Cricket World Cup 2015.”

In devising the campaign, FutureBrand consulted with the Jumbana Group on the use of cultural motifs including the Maori Tohora and Aboriginal journey tracks.


  • Brand agency: FutureBrand Australia
  • Creative: Ken Shadbolt, Keith Smith, Daniel Paronetto
  • Managing director: Erminio Putignano
  • Production: Daniel Paronetto
  • Account manager: Lauren Godinagh
  • Sound design: s:amplify
  • Indigenous iconography: The Jumbana Group

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