The emotional campaign backs inclusivity.
Cricket Big Bash League’s the Sydney Sixers has launched ‘Powered by Magenta’, a new emotional campaign that backs inclusivity, ‘having a crack’ and the diversity of the team’s players and fans.
The campaign’s hero film, which features Sixers’ team captain Moises Henriques and WBBL players Alyssa Healy and Ash Gardner, has been launched to coincide with this summer’s Big Bash season.
Everyday Australians are shown alongside Henriques, who was one of the first high profile cricketers to publicly speak out about his mental health battles.
The spot also features a 16-year-old fighting brain cancer and a gay man bridging the gap between sport and the LGBT+ community.
Combining iconic Sydneyscapes and real-life characters, the six-part campaign produced by Teknique Films seeks to bring to life the values that hallmark the Sixers’ 2019/20 season.
Sydney Sixers general manager Jodie Hawkins says the fan population is represented by some of the most diverse Australians in the country, and that the new campaign is a call to action for fans to embrace their story whatever it may be.
“Inclusivity is at the heart of the Sixers and we want to inspire everyone to have the courage to be themselves through this campaign," Hawkins says.
Teknique Films director Brendan Lasker says the films make for a cricket campaign with heart.
“What’s emerged from the initial concept to now is something that was not only fun to shoot, but importantly, inspiring stories of remarkable people and people taking challenges head on - all united by their passion for the Sixers,” Lasker says.
“The films symbolise that putting on magenta helps form a layer of armour that supports fans to tackle their fights head on."
The hero film opens with pulsing magenta light showering Henriques as he sits in the iconic Sydney Cricket Ground dressing rooms.
The lights were rigged outside by a scissor lift towering 25 feet in the air.
The production also uses underwater cinematography, CGI of stadium lights pulsing over the Sydney cityscape, and features 15 indigenous children playing park cricket at a Redfern school.
The films will be broadcast across TV, digital and social media, and during matches at the SCG.
Client - Sydney Sixers
Creative/Production - Teknique Films & Sports Content
Director - Brendan Lasker
Producer - Bree Sutton
Production Manager - Dani Martin
DOP - Tony Luu
Sound Design & Mix - Justin Flynn
Edit - Alan Harca
Colour Grade - Tim Wreyford
Vignette Director – Stu McFadyen
Vignette Creative Director – Brendan Lasker