With one month to go until the start of the Commonwealth Bank Women’s Ashes Series in Brisbane, Cricket Australia has launched an ad campaign to help bring the series and the Australian women’s cricket team into the hearts and minds of the public like never before.
Featuring members of the women’s team, the campaign’s TVC aims to get Australia behind them as they come up against arch enemy England in the highly-anticipated series.
The launch TV commercial features a young Aussie reciting verse inspired by the famous “Ashes to Ashes, dust to dust, if Lillee don’t get you, Thommo must” refrain.
The revised poem references members of the national team, including all-rounder Ellyse Perry, spin bowler Jess Jonassen, speedster Megan Schutt, vice-captain Alex Blackwell, keeper Alyssa Healy, and newly-named captain Rachael Haynes in a passionate call to arms.
The campaign will also feature out-of-home, print, direct mail and digital executions.
It was created with Zoo Group Melbourne via strategy from The Lab and production from The Directors Group.
Alex Wadelton of Zoo Group Melbourne said” “It’s been a real joy to be involved in creating this campaign.
“The Australian women’s cricket team comprises some of Australia’s greatest athletes, and we hope this campaign encourages the Aussie public to attend in droves, because there’s nothing better than beating England.”
Cricket Australia’s general manager of events and leagues, Anthony Everard, said the campaign has been designed to inspire all Aussies to throw their support behind the team and enjoy the world-class cricket on offer.
“Our Australian women’s cricket team are the best in the world, featuring some of the most talented players to have ever played the game, and we are proud of this campaign that seeks to celebrate the team and encourage Australia to get behind our players ahead of the Commonwealth Bank Women’s Ashes Series,” he said.
“The chant which has inspired our campaign immediately evokes memories of incredible past Ashes series, and the fierce rivalry between Australia and England ensures an Ashes series is always hard-fought and highly entertaining.
“We’ve seen how the public are getting behind women’s sport in Australia, most recently with the amazing crowds who turned out to support the Matildas, which is fantastic for not just women’s sport, but the Australian sporting landscape in general.
“We want to keep growing that support by connecting more fans to our Australian women’s cricket team through this new campaign.”
Client: Cricket Australia
Head of marketing: Sonia Bijelic
Marketing manager, international: Panayiota Ward
Marketing specialist: Chelsea Doncon
Direct marketing specialist: Lisa Winkler
Creative: Zoo Group Melbourne
Executive creative director and writer: Alex Wadelton
Art director: Brad O’Meara
Producer: Georgette Boehm
Account director: Lydia Boylan
Strategy: The Lab
Head of innovation: Sarah Lorimer
Production: The Directors Group
Director/editor: Bill Irving
Executive producer: Craig Griffin
Producer: George Rubanov
DOP: Michael Latham
Music: Michael Robb
Sound: Bang Bang Studios
Sound Engineer: Rob Stephens
Executive producer: Gabe Russo
Colourist: Martin Greer
Online editor: Adrian Katz
Post-production: Future Pictures
Online editor: Adam White