In a summer like no other, Cricket Australia has released its new brand-led marketing campaign, highlighting cricket’s unique position in the hearts of Australians. ‘What we’re made of’ marks the first collaboration between CA and new creative and media agency partner Apparent, with the campaign focusing on everything Australians love about Cricket.
Rich storytelling is at the heart of the campaign, with the hero television commercial featuring national stars such as Ellyse Perry, Ash Gardner, Tim Paine, Nathan Lyon and Marnus Labuschagne, through to club cricketers, back yard enthusiasts and beach goers.
Says Natalie Davey, head of brand and marketing, Cricket Australia: “This campaign is a culmination of an 18-month journey that has seen us make a significant transformation in how we promote Cricket and connect with the hearts and minds of all Australians. We’re excited to have found a partner in Apparent, who share in our passion for Cricket and the important role in providing light relief to Australians this summer in what has been a tough year.
“We challenged Apparent to come up with an idea that demonstrates cricket is more than a game. It plays such an important cultural role in society, made up of individuals that are full of character, determination, pride, fun, competitiveness, resilience, optimism and grit – all of the traits that define us as Australians.
“We hope our new campaign inspires everyone to have fun by getting involved with cricket this season, whether that be turning on the TV, attending a match or just having a hit in their backyard or at the beach.
“People connect and engage in Cricket in so many wonderful ways so it was important for us to feature our players at all levels, volunteers who make it happen, fans, our employees and the wider cricket family who enjoy the game across the nation.”
Says Suzy Smiley, general manager, Apparent: “Apparent is very excited to be working with Cricket Australia. CA have had a clear mandate from the outset – to inspire more people to love Cricket and to remind those who already love it why they do. “This campaign tells the story of the people who make the game of cricket by stepping up and doing what they love, whether it be players, supporting as a parent or volunteering.
“The focus in cricket can often be about the best batter, or the quickest bowler, but ‘What we’re made of’ will continue to uncover the deeper stories within the game, whether it be the volunteer of 50 years, the night watchmen who plays such an important role, or the amazing work cricket’s charity partners such as the McGrath Foundation are doing.”
The integrated campaign will feature a multi-channel approach, with Ash Gardner’s Made of Pride, the first of several content pieces that will uncover the personal stories within cricket. Extensions of the campaign will be released to launch both the men’s international and KFC BBL seasons.
The ‘Made Of’ campaign page will feature these stories and many more from years gone by, with further information on where to play, where to watch and how to attend cricket this season.
Creative Agency: Apparent
Media Agency: Apparent Creative
Creative Director: Michelle Turchini
Senior Creative: Cameron Montgomery
Senior Writer: Charlie Lawry
Design: James Neilsen, Ilya Arnovich, James Algeo
Client Services Director: Brook Miller
Group Account Director: Hayden Mead
Executive Producer: George Saada, Get George Films
Senior Producers: Michael Debach, Coco Caspersz
Head of Strategy & Media: John Halpin
Media Client Partner: Jaclyn Ely
Channel Planning: Jen Jones, Amy Gyurasits, Phil Spurden
Production Company: Sedona Productions
Director: Phillip Sage
Producer: Helen Morahan
Executive Producer / MD: Kim Wildenburg
DOP: Campbell Brown
Production Designer: Aaron Crothers
Offline: The Editors
Editor: Joe Morris
Offline Producer: Liv Reddy
Offline EP: Nicoletta Rousianos
Colourist: Ben Eagleton
Flame Lead: Jules Ford
Online Producer: Bonnie Law
VFX Supervisor: Jamie Watson
Sound Design: Squeak E. Clean Studios
Music Supervision: Squeak E. Clean Studios