Seven highlights ‘anti-establishment aspects’ of cricket ahead of BBL13
Cricket is hardly known for its anarchist qualities, with the polite patter of the commentary, the slow pace of the game, and the nicely ironed cricket whites.
The ‘It’s Just Not Cricket’ campaign from the Seven Network and Emotive aims to change this perception, ahead of the new BBL13 season.
Seven first launched this campaign in August, and have now added the out-of-home element, with a series of “anarchic posters” by artist Kris Andrew Small aiming to “boldly celebrate all of the anti-establishment aspects of the T20 game that cricket purists bemoan but families, young fans and bucket heads all flock to watch.”
Larissa Ozard, director of marketing – brand, product and trade, at Seven, said: “As a competition, the BBL is unashamedly big, bold and colourful. Really leaning into the ‘It’s Just Not Cricket’ mentality to promote our live and free coverage, we wanted to show how the fun and spectacle that surrounds every match is what makes it so entertaining to watch.”
Darren Wright, group creative director at Emotive, adds: “From the promo launch back in August to working on these fairly bonkers posters with Kris, we’ve consistently said that flame throwers make everything better. It’s that kind of attitude that we’ve applied to creating ads about cricket that I’m very pleased to say look nothing like ads about cricket.”
The BBL13 season starts on December 7.
Credits
Client: Seven Network
Chief Marketing and Audience Officer: Melissa Hopkins
Director Marketing – Brand, Product and Trade: Larissa Ozard
Head of Brand and Product Marketing: Marni Crutchley
Marketing Manager, News and Sport: Tim Dwyer
Marketing Executive, News and Sport: Michela Toose
Creative Agency: Emotive
CEO/Founder: Simon Joyce
Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Director: James Pash
Senior Art Director: Tessa Chong
Head of Design: Daniel Mortensen
Strategy Director: Gerad Petherbridge
Senior Integrated Producer: Sophia Del
Business Director: Pia McMorran
Production Credits:
Artist: Kris Andrew Small
Media Agency:
iProspect
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