ICC T20 World Cup 2020 welcomes fans to the ‘Big Dance’ in new campaign via Cummins&Partners
In 2020, the ICC T20 World Cup is coming to Australia. For the first time in history, the Women’s and Men’s tournaments will take place as two standalone events – culminating in two epic finals at the MCG. The Women’s final will be held on International Women’s Day, with the aim to break the world record for attendance at a Women’s sporting fixture – almost 92,000 people to fill the G.
The creative campaign from Cummins&Partners: Welcome to the Big Dance, launches on October 18, stretching across TV, radio, OOH, press and online and will live in various iterations throughout both tournaments.
‘The Big Dance’ refers to the pinnacle of any major sporting event, but in this case it also captures the movement, energy and excitement that every participating country will bring to the tournaments.
ICC T20 World Cup 2020 Local Organising Committee CEO, Nick Hockley believes the campaign will appeal to a host of different audiences: “Dance is the universal language through which cultures celebrate. The Big Dance references not only the ultimate prize in T20 cricket, but also the festival atmosphere that will get fans out of their seats and enjoying themselves with family and friends at T20 World Cup matches across Australia.”
Says Chris Jeffares, CEO Australia, Cummins&Partners: “We were thrilled to work with a globally renowned organisation like the ICC. T20 cricket doesn’t get any bigger than this. It truly is ‘The Big Dance’, so we can’t wait to see our platform come to life. Most sporting events measure success by bums on seats, but we’ll also be measuring success by bums off seats.”
The creative features a number of international cricketing heroes; showcasing them within animated cricketing silhouettes, along with fans, dancing, and entertainment. Set to a modern take on 70’s hit “You’ve Gotta Get Up and Dance” by Supercharge – re-recorded by Indian-born Australian rising star, Harts – it is an infectious sensory overload.
Client: ICC T20 World Cup 2020 Local Organising Committee
Chief Executive Officer – Nick Hockley
General Manager – Marketing – Teresa Basile
Marketing Communications Manager – Elly Barberis
Creative Agency: Cummins&Partners
Chief Creative Officer – Sean Cummins
Creative Director – Heath Collins
Senior Copywriter – Liam Jenkins
Executive Producer – Karley Cameron
Group Account Director – Hayden Isaacs
Account Director – Rachel Beckley
Account Manager – Jim Vizard
Production House: Pixel
7 Comments
Expected more
Big dance?
What.
Like the stuff ladies do ?
Or like the stuff men do when they’re not playing serious sport?
Holy. Moly.
Dudes. Would you ever have suggested this to the AFL when you had them?
Shame Sarah wasn’t on this one.
Not a big sports fan? The Big Dance… the main event – most commonly associated to the US NCAA basketball tournament and more recently applied to the AFL Grand Final. Here’s why it’s probably more applicable to cricket: https://youtu.be/rzBH6X-IyfM
Having pitched for this work and missed out, I’m glad to see Cummins put some thought into what would actually resonate with a multi-cultural cricket audience.
Over used phrase
Lame idea.
Melbourne City did the visual execution 1000% better as well.
Not the best I’ve seen.
Don’t mind the still visual, it’s been done but it’s a fresh take