To develop a new brand platform, brand identity and campaign for Cricket Australia and show how relevant and reflective it is of Australians today, because its not just about a bunch of white blokes with handlebar moustaches and cream coloured suits.
We explored Cricket as a place where character is revealed, both individually and as a country. Where we express resilience, determination, playfulness and joy. It’s more than a game – it’s what we’re made of.
I was responsible for everything from the pitch win to final campaign delivery, rolling out the new design direction and brand platform, bringing out concepts and messaging to life across the above the line campaign and finally ensured we were connecting with our fans on social.
The ‘Made of’ platform showcases authentic stories of people who make the game great, woven into a flexible ecosystem of touch points, adapted by channel. We focused on brand love, viewership and inclusiveness, and delivered 800+ executions, amplifying cricket’s evolution from ‘pale, male and stale’ to a brand truly emblematic of Australia’s diversity.
I was responsible for all layers of the ‘Made of’ story arc through Broadcast TV, short & long form video, OOH, Radio, Digital display, and Social executions. These sat alongside owned channels and earned coverage through media partners.
Through extensive connected communications, we demonstrated how Cricket Australia is relevant and reflective of Australians today and smashed records, increasing brand love, viewership, participation and counting the highest ever number of Australians as ‘avid cricket fans’.
It makes me so proud to represent my culture as well as my gender, to see i'm in an Advert is so amazing
Dharmini Chaihan, 18
Wiradjuri woman, indigenous crickets and star of the Cricket Australia TVC
The work for Cricket Australia had many challenges from the past (sandpaper) and also the present (COVID), and while the job is far from done, the new platform and campaign are delivering meaningful change:
+3pts Cricket Brand Health Index (second highest on record)
#1 Sport Men’s Cricket reached 1.6M viewers, the most of any sport in Australia in 2020
+14% Top brand attribute movement across the campaign ‘Cricket makes me feel a part of something bigger’
+400% TV audience for growth Women’s Cricket