Toyota Australia launches campaign ‘The Raffle Book’ via Gemba, with trio of cricketing heroes

As the 2022/23 cricket season heats up, Toyota has released a new TVC campaign via sports and entertainment agency Gemba.

 

Entitled ‘The Raffle Book’, the spot features global cricket stars Marnus Labuschagne, Usman Khawaja and Alyssa Healy, and showcases how the brand has been a passionate supporter of grassroots cricket clubs in Australia for over a decade.

It opens with a young cricketer hawking Toyota Good for Cricket Raffle tickets for his local club. As he flicks through the pages of his raffle book, the scene jumps into an animated sequence depicting how his club has reaped the rewards of the fundraising. The scene then returns to the real world to reveal the boy has since ‘grown up’ to become none other than Labuschagne himself.

Toyota’s Good for Cricket initiative has been running for over ten years, supporting every level of cricket around the country. And since the Good for Cricket Raffle’s inception, more than 800 grassroots clubs in Australia have used it to fundraise over $5 million. The prize pool includes three brand-new Toyota vehicles along with a swag of other great prizes. This season, Toyota are aiming to raise a cool $1 million. Cricket clubs simply register and then sell tickets, keeping every cent they raise.

Says Boyd Hicklin, executive creative director of Gemba: “This campaign began with a simple insight. Every great Aussie cricketer has had their career kick-started at the grassroots level by a raffle of some kind. So, we wanted to show how Toyota is doing the same right now for the next generation. That young kid who sells you a raffle ticket to raise money for their local club could become the next Marnus, Alyssa or Usman.”

Labuschagne, Khawaja and Healy were considered a natural choice to help promote the initiative, given they each received help early on in their careers at the grassroots level and understand the crucial role local cricket clubs play in the community.

Tickets to Toyota Good for Cricket Raffle are just $5. Clubs keep 100% of the proceeds. Visit https://toyotagoodforcricket.raffletix.com.au/ to help the next generation of cricketers rise to the top.

Client: Toyota Australia
Senior Manager, Marketing Integration: Tim Stuckey
Manager, Events, Sponsorship and Promotions: Jenny Huntley
Senior Sponsorship Coordinator: Sahitian Rajendran

Creative Agency & Production House: Gemba
Senior Account Director: Lauren Ellis
Senior Account Manager: Conor Gilchrist
Executive Creative Director: Boyd Hicklin
Creative Director: John Weir
Creative Director: Nick Snelling
Executive Producer: Alexandra Longbottom
Junior Producer: Ally Kirkwood
Production Assistant: Isabella Farran
Graphic Designer: Julia Mancuso
Head of Marketing Strategy: Adam Hodge
Senior Marketing Consultant: Rennie Gilchrist
Producer: Luke Coulson
Director: Boyd Hicklin
DOP: George Tyler
Stills photography: Brett Hemmings
Post-production & animation: Mr. Fox Post Production
Sound: Bang Bang Studios