Cricket Australia makes world record bid in International Women’s Day campaign

Cricket Australia has released its International Women’s Day campaign from Melbourne-based agency Akkomplice, calling on sporting clubs and communities around the world to strive for gender balance.

The campaign, starring Australian captain Meg Lanning, highlights Australian cricket’s goal to break the world record for the highest attended standalone women’s sporting event at the ICC Women’s T20 World Cup Final on International Women’s Day next year, in 2020.

The film, shot at the Melbourne Cricket Ground, depicts kids expressing their love for their cricketing heroes between action sequences of an unidentifiable player. The clip eventually reveals it’s the women’s team they are talking about and the player is Meg Lanning.

“It’s not every day that you get to work with the captain of Australia, on the grounds of the MCG, so this was a great privilege for us. It was also great to see how genuinely the kids we spoke to adore their cricket and the women’s team in particular,” said Kenny Hill, founder and creative director of Akkomplice.

Sarah Styles, head of female engagement, Cricket Australia, added: “Throughout 2019, we are focused on building momentum towards this historic moment in time that will see women’s equality in sport forged through the 2020 ICC Women’s T20 World Cup Final – a crucial next step towards achieving gender balance in cricket. We are thrilled with the creativity and resourcefulness of Akkomplice and the Jump Productions team in helping this project come to life.”


  • Client: Cricket Australia
  • Head of Female Engagement: Sarah Styles
  • Senior Manager, Strategic Communications: Kristene Reynolds
  • Agency:
  • Creative – Kenny Hill & Sara Oteri
  • Agency Producer – Natalie Taylor
  • Senior Account Director – Kane Grey
  • Production Company – JUMP Productions
  • Director – Greta Nash
  • DOP – Max Walter
  • Producers – Jennie McCartney & Gabrielle McLeod
  • Sound – Bang Bang

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.