Cricket Australia entices audiences to “Give it a Bash” by putting them front-row centre of a Big Bash match.
Cricket Australia has launched its campaign for the Big Bash League via M&C Saatchi Melbourne.
Designed to appeal to a new audience not familiar with the BBL, the campaign highlights all of the family fun and excitement that comes with attending a match.
The campaign was shot in part by actual families who attended matches last season.
Armed with GoPros, they captured POV footage from start to finish, bringing to life the variety of entertainment available both on and off the field.
“We felt the best way to authentically show people what a match is like, was to virtually transport them there. By recruiting real families and enabling them to capture their own BBL experiences, we were able to do just that”, says Anthony Everard, head of Big Bash League, Cricket Australia.
“This campaign is all about showing that BBL can take on anything when it comes to delivering an exciting night out for the whole family”, says Adam Brami, senior account director at M&C Saatchi, “People have certain perceptions of what cricket is like. This campaign well and truly dispels them”.
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: Michael Fisher
Creative Agency: M&C Saatchi Melbourne
Managing Director: David Dahan
Executive Creative Director: Paul Taylor
Account Director: Adam Brami
Senior Creative Team: Mat Hine, Mike Plumridge
Senior Producers: Jessica Norton, Dee Huynh (DOTF)
Designer: Adriano Russo, Mari Adams (DOTF)
Production Company: DOTF
Director: Ivan Gomez (DOTF)
Editors: Rachel Fong, James Watterston, Jess Fogarty, Mari Adams (DOTF)
Motion graphics: Jess Fogarty, Mari Adams (DOTF)
Sound: Production Alley, Final Sound
Directors of Photography: Ryan Blair, Dan Farmer, Harry Joaquin (DOTF)
Photographers: Aleksander Jason, Paul Blake, Luke Hemer
Media Agency: Mediacom