Cricket Australia says #WatchMe in promotion for women’s international cricket series
Cricket Australia today launched #WATCHME, a campaign created with sports agency Blood UTD to promote the upcoming women’s international cricket season.
The campaign launched today with a digital campaign with 6 second and 15 second video teasers along with promotions across players’ social media channels.
Later this month a 60 second film for the campaign will be released with a 30 second TVC to start airing from 1 September. The campaign will also be rolled out across print and Out of Home, while a series of social videos will tell the stories of players including captain Meg Lanning, Ash Gardner, Alyssa Healy, and Megan Schutt.
Commenting on the campaign’s launch, Cricket Australia’s executive general manager for events and leagues, Anthony Everard, said: “As we saw with the positive public response to the Women’s Ashes last year and the ever-growing popularity of the WBBL, women’s elite cricket is going from strength to strength and we believe the #WATCHME campaign reflects this momentum and a fitting celebration of our athletes.
“It has been amazing to see the growth in support for the Australian Women’s Cricket Team over the past few years, and with #WATCHME we want to tell our players’ stories in a compelling way and in so doing mobilise all Australians to show their support for the team.”
David Smith, executive creative director of Blood UTD added: “Women’s elite cricket has been growing in prominence and popularity in Australia over the past few years and this campaign harnesses this momentum and potential to showcase these incredible athletes and their hard work to more people than ever before. It is a wonderful time to be involved in the sport.”
The season will see the Australian women’s cricket team take on New Zealand an international series and the two sides to compete across three T20 Internationals and three One-Day Internationals.
Credits;
- Client: Cricket Australia
- Marketing Manager: Catherine Andruchowycz
- Agency: Blood UTD
- Executive Creative Director: David Smith
- Client Partner: Grant Oorloff
- Account Executive: Jacob de Keijzer
- Design: Thom Davy
- Production: Blood UTD
- Executive Producer: Luke Coulson
- Director: Bill Irving
- DOP: Kieren Fowler
- 1st AD: Cameron Mellor
- Photographer: Aleksandar Jason
- Post-Production: Trace House
- Editor: Chris Brown
Hhmmm,
As Hhmmm is typically the antagonist and quick to jump on poor work……this program of work and “#WATCHME” campaign is brilliant. Great position to take, bit irreverent, very timely and pushes the elite level of women’s sport (in this case cricket) with passion. Great work – Congrats from the grumpy Hhmmmm!
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Cracking campaign. Props guys.
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