Cricket Australia has launched a campaign to promote its junior program, featuring a cast of kids performing a cricket themed rap.
Cricket Australia has launched a campaign encouraging kids to “Join the Fun” by taking part in the new Woolworths Cricket Blast program.
The 30-second spot was developed by Cornwell and takes the form of a music video, with an original cricket rap performed by a diverse range of kids wearing various Big Bash franchise colours.
“I am very excited about the roll out of this youthful and fun campaign to promote the highly anticipated Woolworths Cricket Blast program,” says Cricket Australia executive general manager, events & leagues Anthony Everard.
“The campaign helps to show all of the positive aspects of getting involved in our great sport to kids and has also been designed to be as useful as possible to the many people working within grassroots cricket to attract and encourage the next generation of players and fans.”
Cornwell executive creative director Quan Payne believes that the campaign will bring a smile to people’s faces and inspire kids to start playing cricket.
“It has been such an honour to partner with Cricket Australia to create a campaign that shares the joy and spirit of the sport with a new generation,” says Payne.
Local club colours will be used for collateral in different areas, with the campaign set to run across radio, digital, out of home and direct marketing, with an influencer program and media partnerships.
Customisable flyers and posters are also available for schools and cricket clubs to increase the local flavour of the campaign.