Cricket Australia launches a team with 24 million members in summer campaign
Cricket Australia has begun the build-up for the summer season, launching an ad showing off the diversity of Australia’s 24 million fans and promoting them as the real Australian team.
With Australia facing South Africa, Pakistan, New Zealand and Sri Lanka, the campaign is aimed at boosting ticket sales ahead of the summer.
The work, by M&C Saatchi in Melbourne, captures cricket fans across the country preparing for the summer, from kids making banners to farmers, local cricket teams and sikhs wearing Australian flag turbans.
Each of the shots includes a caption showing the fans as the real ones versing South Africa in the first test in Western Australia.
M&C Saatchi Melbourne executive creative director, Paul Taylor, said the campaign played on the fact that the Australian team did not have a nickname.
“Unlike our other national sports teams, our cricket team doesn’t have a nickname. They’re just Australia,” Taylor said.
Because the 11 players on the field don’t just represent themselves; they represent all of us. So this summer, we wanted to show that the whole country is taking on South Africa and Pakistan.”
Cricket Australia executive general manager of media, communications, and marketing, Ben Amarfio, said the work was a chance to show off Australian stories.
“Cricket is a part of the fabric of Australian culture and this new campaign shows the passion so many people have for the game and builds the excitement for what is set to be a highly exciting and entertaining summer of cricket,” Amarfio said.
“In developing this campaign we reached out to the public to find some of the country’s biggest cricket fans and the response we received and the stories we have uncovered from every corner of the land shows how cricket unites and inspires us all.”
The campaign will be delivered across multiple platforms including TV, press, outdoor, digital, social and radio.
CREDITS:
- Client: Cricket Australia
- General Manager, Media, Communications & Marketing: Ben Amarfio
- Head of Marketing: Sonia Bijelic
- Marketing Manager: Panayiota Ward
- Creative Agency: M&C Saatchi Melbourne
- Managing Director: David Dahan
- Executive Creative Director: Paul Taylor
- Senior Creative Team: Paul Taylor, Tony banks
- Senior Producer: Jessica Norton
- Strategy Director: Lucy Cochran
- Account Directors: Adam Brami, Pia Christiansen, Sarah Bailey
- Designer: Adriano Russo
- Production Company: NB Content
- Directors: Adam Ciancio and Oliver Waghorn
- Exec. Producer: Sheridan Wadelton
- Directors of Photography: Cesar Salmeron and Aaron Farrugia
- Photographer: Josh Robenstone
- Media Agency: Mediacom
This reminds me of a weaker execution of Team GB at the London Olympics: “1 team, 60million strong”.
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