Kayo launches World Cup Lives Here campaign via Special

24 September 2021

Advertiser: Kayo

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Kayo debuts the second chapter in its ‘Sport Lives Here’ brand platform.

Kayo Sports will debut its  World Cup Lives Here campaign throughout the AFL Grand Final on September 25.

Created in partnership with Special, World Cup Lives Here showcases the sports streaming platform’s World Cup coverage, which this year will be broadcast exclusively through Fox Cricket. 

The campaign will run across TV, OOH, radio, digital and social, aiming to reinforce the breadth and depth of coverage of cricket this summer on Kayo, from the World Cup through to the Ashes.

The TVCs feature international cricket stars David Warner, Jofra Archer and Rashid Khan, as they move into the Kayo house ahead of this year’s ICC Men’s T20 World Cup.

Airing this week, the first spot Lease is Up depicts the cricketers moving into the Kayo share house after being “lived in” by prominent AFL and NRL stars during the footy seasons. After a dismayed appraisal at the state of the house, the footy players are told their lease is up because “Cricket Has Arrived.” 

A second spot, titled “All Under One Roof”, will air later in October as the World Cup action heats up, featuring the same star-studded cast of cricketers and familiar voice Brett Lee. 

Special  creative director Vince Osmond says the campaign picks up from Kayo’s brand platform Sport Lives Here, which launched in February for the arrival of winter codes.

“As the second chapter in Kayo’s ‘Sport Lives Here’ brand platform, we wanted to show people what life would look like if some of the world’s best cricketers evicted star AFL and NRL legends and moved into their share-house. In short, we wanted to show that without Kayo, you’re not doing the full summer of cricket justice.”

Kayo Sports marketing director Kim McConnie says sports fans are ready for a summer of cricket.

“With the footy season wrapping up and winter coming to an end, Aussies are more than ready for a summer of blockbuster cricket action. For cricket fans all over Australia, Kayo has you covered with every match of the ICC Men’s T20 World Cup live and on-demand, with no ad-breaks during play. In addition, Kayo Minis will be available after every match to catch-up on all the action and will be a must-watch for fans given the late night and early morning match times,” McConnie says.

“Combined with game-changing features, bespoke camera angles and the best broadcast and analysis from the world-class Fox Cricket commentary team, Kayo is truly a must have this cricket season.” 

Client: Kayo Sports
Kim McConnie: Marketing Director
Matthew Bartolo: Senior Brand Manager
Jessie Maclaine: Brand Marketing Executive
John Matthews: Director of Media & Partnerships
Tim Micallef: Head of Media and Planning

Creative: Special
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Strategy Partner
Cade Heyde: Founding Partner
Vince Osmond: Creative Director
Jade Manning: Creative Director
Simon Dalla Pozza: Creative
Lewis Aramayo: Creative
Adam Shear: Design Director
Liam Kenny: Designer
Sevda Ćemo: Head of Film & Content Production
Wendy Gillies: Executive Producer, Film
Emily Willis: Integrated Producer
Tori Lopez: Head of Business Management
Jake Stopper: Business Director

Media: Mindshare
Linda Tyson: Client Lead
Joel Brady: Group Strategy Director
Liz Penton: Connections Planning Associate Director
Guillaume David: Group Investment Director

Production: Good Oil Films
Dave Wood: Director
Lee Thompson: Producer

Post: The Editors
Mark Burnett: Editor

Fergus Rotherham: Colourist
Matt Edwards & Soren Dyne: Flame
Liv Reddy: Producer

Audio: Rumble
Anthony Aston: Engineer
Michael Gie: Producer

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