Weet-Bix celebrates Big-Bash superstars in newly launched ‘When It All Began’ campaign via Gemba
Can you remember the moment when you fell in love with your favourite sport? Well this summer, Weet-Bix and Gemba have partnered to launch a new spin on the iconic ‘Aussie Kids are Weet-Bix Kids’ campaign, bringing to life the untold stories of ‘When It All Began’ for our favourite WBBL and BBL superstars.
Megan Schutt, Elyse Villani, Chris Lynn and Moises Henriques all have their stories brought to life in animation, as they relive the moment they knew cricket was the game for them. It’s a colourful glimpse into their origin stories, reminding us that even sporting superstars have humble beginnings, just like the Aussie Kids of today and yesteryear.
From the big screen video in stadium to the small screen in your pocket, the campaign rolls out with multiple pieces of unique content designed to keep fans engaged with the Weet-Bix brand over summer. As well as the ‘When It All Began’ stories, the campaign includes a series of interactive ‘Bix Bash Trivia’ Instagram stories, where fans can play along and discover a few fun facts (and quirks) about the players.
The creative execution also made its way down shopping aisles across Australia, with the distinctive animated style of player illustrations taking over Weet-Bix boxes. The new pack designs are accompanied by a unique ‘Win A Bat’ promotional offer, giving Aussies the chance to win their very own personalised backyard bat.
Says Boyd Hicklin, executive creative director, Gemba: “We’ve been working with Weet-Bix and Cricket Australia for many years now, and it’s a great partnership that leverages the colour, excitement and personality of T20 cricket. If we can bring all that to an iconic Aussie brand and help Weet-Bix stay top of mind, that’s a win.”
Client: Sanitarium
Senior Brand Manager – Weet-Bix : Lynden Rochford
Brand Manager – Weet-Bix: Kylie Collins
Social Media Manager: Jennifer Manolo
Digital Engagement Manager: Amy Pugh
Agency: Gemba
Executive Creative Director: Boyd Hicklin
Senior Creative: Nathan Davoli
Art Director: Mikey Phillips
Graphic Designer: Tiana Gibbons-Campbell
Agency Producer: Alexandra Longbottom
Producer: Luke Coulson
Account Manager: Liz Kerr
Senior Marketing Consultant: Dave Everitt
Production
Live Action Director: Boyd Hicklin
DoP: Katie Milwright
Sound Design: Jason Murphy
Stills: Jon Webb
Post Production Company: Chello
Illustrator: Will Nghiem
Editor & Animator: Sean Pointing
Colour Grade: Shea Bennett
Producers: Ceri Jones & Kate Fenwick
