Cricket Australia and Woolworths are calling young backyard cricketers
Cricket Australia has launched the Woolworths Cricket Blast program, aiming to get Aussie children involved in organised cricket.
Delivered via full-service agency Apparent, with the tagline ‘Imagine the Fun’, the national media campaign is “a fast-paced and full of fun program that is essentially structured backyard cricket – but better.”
The adverts are aimed at both parents and kids, explained Apparent creative director Jackson Long.
“Somewhere between childhood and adulthood, imagination falls away,” Long said.
“Harnessing the power of imagination is every child’s superpower, and re-discovering it is every adult’s dream. Asking audiences to ‘Imagine the Fun’ encourages audiences to consider the mental, physical and social benefits of cricket.”
The campaign has been timed with the conclusion of the Ashes, in order to keep cricket “at the forefront of Australians’ minds” during the enrolment period.
“More than 90% of players start playing cricket by the age of 12, so playing cricket early is critical for the future involvement of the game,” said Teresa Basile, head of brand and marketing at Cricket Australia.
“This campaign is a high energy, vibrant celebration of kids and the unforgettable moments of joy they experience playing cricket with friends and family. We hope it can inspire the next generation of Woolworths Cricket Blasters.”
Credits:
Cricket Australia
Head of Brand & Marketing: Teresa Basile
Senior Marketing Manager, Participation & International: David Hutchinson
Marketing Lead, Participation: Caitlin Tuttle
Marketing Coordinator, Participation & International: Emily Beaumont
Senior Growth Programs Manager: Samantha Krajina
Senior Manager Strategic Projects: Jon Stimpson
Apparent
Executive Creative Director: Michelle Turchini
Creative Director: Jackson Long
Design Director: Jen Mellander
Copywriter: Jessie Staszkiewicz
Junior Art Director: Adrian Mok
Designer: Liam Burn
Business Director: Hayden Mead
Senior Account Director: Suzie Cotterill
Senior Account Manager: Lily O’Connell
Executive Producer: Tanya Tankiang
Senior Integrated Producer: Kesha Robertson
Collider
Managing Director: Rachael Ford-Davies
Director: Rob Stanton-Cook
Executive Producer: Annie Schutt
Kitchen Creative
Photographer: Toby Burrows
Producer: Manuela Leigh
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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