Toyota Australia raises funds for grassroots cricket via Gemba
Toyota Australia is supporting the next generation of Aussie cricketers, promoting its ‘Good for Cricket’ fundraiser in a new campaign from sports and entertainment agency Gemba.
‘The Raffle Book’ campaign features cricket stars Marnus Labuschagne, Usman Khawaja and Alyssa Healy in a heartwarming spot that affirms Toyota’s ongoing support of grassroots cricket clubs for over a decade.
The 30-second spot depicts a young cricketer selling raffle tickets at his local club, for the Toyota Good for Cricket Raffle. As he turns through the pages of the raffle book, a flipbook-style animation is created, showing how the club has benefited from fundraising. Returning to reality, the spot jumps ahead in time to reveal that the boys grows up to become Marnus Labuschagne.
The fundraiser, which is tied to Toyota’s 10-year partnership with Cricket Australia, has been participated in by more than 800 grassroots clubs across Australia and raised over $5 million since its inception. The prize pool for the Good for Cricket Raffle includes includes three brand-new Toyota vehicles along with a swag of other great prizes.
“This campaign began with a simple insight,” explained Boyd Hicklin, executive creative director of Gemba. “Every great Aussie cricketer has had their career kick-started at the grassroots level by a raffle of some kind. So, we wanted to show how Toyota is doing the same right now for the next generation. That young kid who sells you a raffle ticket to raise money for their local club could become the next Marnus, Alyssa or Usman.”
Credits
Client: Toyota Australia
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley Senior Sponsorship Coordinator: Sahitian Rajendran
Creative Agency & Production House: Gemba
Senior Account Director: Lauren Ellis
Senior Account Manager: Conor Gilchrist
Executive Creative Director: Boyd Hicklin
Creative Director: John Weir
Creative Director: Nick Snelling
Executive Producer: Alexandra Longbottom
Junior Producer: Ally Kirkwood
Production Assistant: Isabella Farran
Graphic Designer: Julia Mancuso
Head of Marketing Strategy: Adam Hodge
Senior Marketing Consultant: Rennie Gilchrist
Producer: Luke Coulson
Director: Boyd Hicklin
DOP: George Tyler
Stills photography: Brett Hemmings
Post-production & animation: Mr. Fox Post Production
Sound: Bang Bang Studios
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