"We want to remind people that BBL is great family entertainment and get all of Australia excited about its return.”
The Seven Network’s creative and cricket departments and independent creative agency Emotive have joined forces to develop a new campaign, “It’s just not cricket”, to promote the upcoming Big Bash League (BBL) season.
The collaborative approach saw Emotive work closely with Seven’s Sports Production team to create the campaign, which launched during the network’s coverage of the FIFA Women’s World Cup 2023.
The campaign kicked off with a 30-second ad that juxtaposes footage from a 1930s Test match featuring Sir Donald Bradman with dramatic, action-packed and entertaining scenes from BBL matches.
Emotive CEO and founder, Simon Joyce, said with the start of the new BBL season less than five months away, the Seven team and Emotive worked as one to create an ad that reminded people how exciting and entertaining the competition is.
"Contrasting it to an old-school cricket match in a fun and different way was the perfect way to do that," he said.
Seven West Media chief marketing and audience officer, Melissa Hopkins, said BBL is a high-energy sport and we wanted an ad that captured that energy.
"Working together, the Seven and Emotive teams have done a fantastic job in telling people that BBL is big, different and just not cricket – it’s much more," she said.
“Like all sports, BBL was crunched by COVID, but the crowds started to come back last summer. We want to remind people that BBL is great family entertainment and get all of Australia excited about its return.”
The “It’s not just cricket” campaign will run throughout the FIFA Women’s World Cup 2023 coverage on Channel 7, 7mate and 7plus, as well as across the rest of the network’s content and during the rundown to the start of the new BBL season on 7 December.
