Cricket Australia attempts recovery from ball-tampering backlash by reminding Australia of the uniting and inspirational power cricket has over the nation.
In anticipation of the 2018-19 men’s International Season, and as a means to gain redemption following backlash regarding the ball-tampering incident earlier this year, Cricket Australia has teamed up with M&C Saatchi Melbourne in the launch of the 'It’s Your Game campaign' - a celebration of the connection Australians have with cricket.
The campaign aims to reinforce the connection between the members of the Australian Men’s Cricket Team and the everyday Australian in a means that is both authentic and compelling.
It’s Your Game celebrates the central position cricket has within Australia’s identity, as well as the uniting and inspirational power cricket seems to create.
Cricket Australia’s executive general manager, events and leagues, Anthony Everard, says: “Cricket is a point of great passion for so many people in Australia, with fans around the country feeling a sense of ownership for the sport and the Australian men’s team.
“This campaign is all about celebrating the fact that cricket is made great not merely by on-field performances but by the power it has to unite and inspire us as a nation.”
Passionate fans from across the country were selected to be a part of the campaign, sharing how cricket has played a role in their lives. Members of the team travelled to the communities of the selected fans to listen and learn about people’s connection with cricket, with some of these communities being those of the player’s childhood.
Australian men’s team captain Tim Paine says: “This is a brilliant campaign, and to go back to my old school and spend some time talking to the students about their love of cricket, was a great experience.
“Listening to the students was a powerful reminder of the responsibility we have to make Australians feel proud of their cricket team.”
These interactions form the basis for a series of 20 video stories, as well as a brand focused TV campaign.
In addition, the brand elements will also be advertised across digital, social, out of home, cinema and print channels, followed by match-specific retail creative and a retail TV campaign.
M&C Saatchi Melbourne executive creative director Emma Robbins says: “We are both proud and really humbled to be part of such human and authentic moments between our cricketers and the Australian public.
“The reactions, the connections, the conversations were all so genuine. To create a campaign which gives the game back to the fans has been an amazing and trusting act by Cricket Australia. We think people will really enjoy watching the players and fans together, and in turn support our team play this Summer.”