Cricket Australia draws inspiration from Aussie multiculturalism

19 September 2016

Creative Agency: M&C Saatchi (VIC)
Media Agency: MediaCom (NSW)

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Cricket Australia is getting on board with the current trend of diversity in advertising.

M&C Saatchi has launched a campaign for International Cricket, aiming to showcase to love affair Aussies have with the game that stops the nation. 

The campaign highlights an abundance of Australians from all walks of life - young and old, male and female, city to country, and from a variety of cultures, united in their passion for Australia’s cricket teams.

M&C Saatchi Melbourne ECD Paul Taylor says: “Unlike our other national sports teams, our cricket team doesn’t have a nickname. They’re just Australia. Because the 11 players on the field don’t just represent themselves; they represent all of us. So this summer, we wanted to show that the whole country is taking on South Africa, Pakistan and New Zealand.”

The campaign will be delivered across multiple platforms including TV, press, outdoor, digital, social and radio.


Client: Cricket Australia

General Manager, Media, Communications & Marketing: Ben Amarfio

Head of Marketing: Sonia Bijelic

Marketing Manager: Panayiota Ward

Creative Agency: M&C Saatchi Melbourne

Managing Director: David Dahan

Executive Creative Director: Paul Taylor

Creative Team: Paul Taylor, Tony Banks

Senior Broadcast Producer: Jessica Norton

Strategy Director: Lucy Cochran

Account Directors: Adam Brami, Pia Christiansen, Sarah Bailey

Designer: Adriano Russo

Production Company: NB Content

Directors: Adam Ciancio and Oliver Waghorn

Exec. Producer: Sheridan Wadelton

Directors of Photography: Cesar Salmeron and Aaron Farrugia

Photographer: Josh Robenstone

Sound: Phil Kenihan

Music: Dmitri Golovko

Media Agency: Mediacom

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