Cricket Australia invites audiences to look at cricket from a new perspective, via Special
Cricket Australia has released a fresh brand platform that celebrates the much-loved summer sport on the international stage, via creative agency Special.
The ‘You Need To See It’ campaign is an invitation for old, new and non cricket fans alike to experience the sport as an energising, wholly captivating game. It highlights the different perspectives that people have of cricket, while being soundtracked by the 1987 Hunters & Collectors tune, Do You See What I See?.
The 60-second commercial, directed by FINCH’s Dave Ma, plants viewers in the middle of the action, whether they’re watching the match from the stands or if they’re on the field as the players run and dive across the pitch.
The spot consolidates visuals from One Day International, Test and T20 formats to maximise its “celebration of the sport”.
“Cricket has long provided the sights and sounds of the Australian summer and we wanted a campaign that ensures our game continues to dominate the seasonal conversation,” said Teresa Basile, head of brand and marketing at Cricket Australia.
“This distinctive campaign showcases all the emotions and perspectives of international cricket, encouraging new fans to experience the excitement for the first time while inspiring cricket diehards to support Australia again this summer.
“We are thrilled to introduce ‘You Need To See It and incorporate the Hunters and Collectors’ iconic anthem ‘Do You See What I See’ into the campaign and can’t wait for the international cricket season ahead,” she said.
Basile also thanked Special for their involvement in brining the platform to life: “I would like to thank our creative partner Special Australia who worked in collaboration to deliver the campaign.”
Special’s chief strategy officer and partner, Bec Stambanis, added: “International cricket holds a very special place in Australian culture. It truly is unmatched in its iconic battles and long-standing rivalries that have played out over cultures, continents and generations.
“We are thrilled to be able to bring all those different perspectives together in a new rallying cry that shows the passion and drama that will unfold in an unforgettable season of cricket.”
The agency collaborated with photographer Tobias Rowles to produce an image portfolio that reflected the game’s emotion. It was prompted by a decision to uphold “the heroes of the men’s and women’s teams” for static channels.
When discussing ‘You Need To See It’, Special creative directors, Peter Cvetkovski and Adam Ferrie, said: “We’re used to seeing cricket from the broadcast perspective, but there’s nothing quite like experiencing it live in the stadium.
“We wanted to capture all the different perspectives that show just how great the experience really is—not just for cricket fans, but for anyone looking for an exciting live event.”
The platform launched Australia-wide via out-of-home installations and TV materials, such as 60” spots in the AFL and NRL grand finals.
Moving forward, the platform is expected to grow with custom “360 integrated campaigns” for the Women’s Ashes, India Test Series, and the Pakistan ODI and T20.
‘You Need To See It’ marks the first collaborative project released by Special and Cricket Australia after the agency was appointed in May earlier this year.
Credits:
Client: Cricket Australia
Alex Lavelle: General Manager ‑ Digital, Marketing & Communications
Teresa Basile: Head of Brand & Marketing
David Hutchinson: Senior Marketing Manager – Participation & International
Sarah Quinlan: Senior Performance Marketing Manager
Gemma Dyer: Marketing Lead – International & Brand
Samantha Scott: Marketing Project Specialist
Emily Beaumont: Marketing Coordinator – Participation & International
Harrison Orchard: Channel Strategy & Implementation Lead
Agency: Special
Partner/CEO: Lindsey Evans
Partners/CCO: Tom Martin & Julian Schreiber
Partner/CSO: Rebecca Stambanis
ECD: Ryan Fitzgerald
CD: Peter Cvetkovski & Adam Ferrie
Art Director: Bella Plush
Copywriter: Shaun Mcfarlane
Designer: Sarah Ristevski
Design Director: Adam Shear
Team Lead/Director of Business Management: Ollie May
Team Lead/Director of New Business: Georgia Newton
Team Lead: Tom Patterson
Business Director: Ed Taylor
Business Manager: Kiran Arunasalam
Strategist: Ollie Immurs
Head of Film + Content: Sophie Simmons
Integrated Producer: Glen Mcleod
Digital producer: Gigi Song
Production Company Film: Finch
Director: Dave Ma
Executive Producer/MD: Corey Esse
Executive Producer: Nick Simkins
Producer: Bryce Lintern
Casting: Byrne Creative
DP: Max Walter
Offline: Arc Edit
Editor: Elise Butt
Post Production Grade/Online: Manimal Post
Colourist: Trish Cahill
Production Company Stills: Sam I Am
Photographer: Tobias Rowles
Executive Producer: Rich Cole
Senior Producer: Melanie Reardon
Sound Design: Rumble Studios
Senior Sound Designer: Liam Annert
Music: Hunters & Collectors ‘Do You See What I See’
Media Agency: Initiative
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Adam Ferrie
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Cricket Australia
Peter Cvetkovski
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Special Australia
Teresa Basile
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