Cricket Australia puts stars alongside backyard cricketers in new campaign

Cricket Australia (CA) has announced its latest brand campaign centred around a new positioning statement ‘What we’re made of’.

The new brand-led marketing campaign is the first collaboration between CA’s new creative and media agency partner Apparent, and focusses on rich storytelling as well as cricket as a part of the Australian identity.

Cricket Australia new TVC

CA head of brand and marketing Natalie Davey said Apparent will help shine a spotlight on cricket as something to relieve Aussies after a tough year.

“This campaign is a culmination of an 18-month journey that has seen us make a significant transformation in how we promote Cricket and connect with the hearts and minds of all Australians,” Davey said.

“We challenged Apparent to come up with an idea that demonstrates cricket is more than a game. It plays such an important cultural role in society, made up of individuals that are full of character, determination, pride, fun, competitiveness, resilience, optimism and grit – all of the traits that define us as Australians.

The hero TVC features national players Ellyse Perry, Ash Gardner, Tim Paine, Nathan Lyon and Marnus Labuschagne, as well as amateur cricketers, and kids playing backyard and beach cricket.

The ad is soundtracked by Australian band The Temper Trap and their 2008 hit release ‘Sweet Disposition’.

Davey said the campaign is aimed at inspiring Aussies at all levels to get involved with the sport this summer.

“We hope our new campaign inspires everyone to have fun by getting involved with cricket this season, whether that be turning on the TV, attending a match or just having a hit in their backyard or at the beach.

“People connect and engage in Cricket in so many wonderful ways so it was important for us to feature our players at all levels, volunteers who make it happen, fans, our employees and the wider cricket family who enjoy the game across the nation.”

Apparent general manager Suzy Smiley said the ‘Made of’ campaign aims to uncover the stories behind the game.

“Apparent is very excited to be working with CA. CA have had a clear mandate from the outset – to inspire more people to love Cricket and to remind those who already love it why they do,” she said.

“This campaign tells the story of the people who make the game of cricket by stepping up and doing what they love, whether it be players, supporting as a parent or volunteering.

“The focus in cricket can often be about the best batter, or the quickest bowler, but ‘What we’re made of’ will continue to uncover the deeper stories within the game, whether it be the volunteer of 50 years,  the night watchmen who plays such an important role, or the amazing work cricket’s charity partners such as the McGrath Foundation are doing.”

The new campaign is rolling out with a multi-channel approach, with extensions to be released to launch the men’s international and KFC BBL seasons soon.

CA recently announced sponsor and partnership deals with Vodafone and Dettol.


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