After winning the women's cricket creative account, Blood UTD have produced another edge campaign.
Independent sports creative agency Blood UTD has launched its first campaign for Cricket Australia after winning the account in a competitive pitch in June.
The campaign, #Watchme, aims to challenge the status quo on gender and sport, particularly around am ambivalence towards women playing traditionally male-dominated sports.
The creative, which has yet to be launched publicly, will showcase women’s cricket skills to prove that they have what it takes in elite cricket.
It will feature a 60-second launch film, a range of player-lead social videos, radio, outdoor, digital and social.
The new brand platform will also be integrated into the WBBL and at grassroots level to drive participation of the sport.
“We needed an idea that is bold and powerful. An idea that is joyfully defiant and presents the sport in a vital and compelling manner. An idea that brings pride to not only our players but every girl or woman out there who thought about picking up bat,” Blood United client partner Grant Oorloff said.
ECD David Smith believes Australia is on the cusp of greatness when it comes to women’s cricket.
“Finally, a light is being shone on the almighty skills of the women's national team. Finally, we are seeing all of their hard work paying off. It is a wonderful time to be involved in the sport.”
Blood UTD have pedigree when it comes to edge campaigns for women’s sport. In January 2017, the agency launched an awesome campaign to highlight the athleticism of netballers.
Client: Cricket Australia
Marketing Manager: Catherine Andruchowycz
Agency: Blood UTD
Executive Creative Director: David Smith
Client Partner: Grant Oorloff
Account Executive: Jacob de Keijzer
Design: Thom Davy
Production: Blood UTD
Executive Producer: Luke Coulson
Director: Bill Irving
DOP: Kieren Fowler
1st AD: Cameron Mellor
Photographer: Aleksandar Jason
Post-Production: Trace House
Editor: Chris Brown
Grade: Martin Greer