Cricket Australia is attempting to put a tumultuous 2018 behind it with a new campaign via M&C Saatchi Melbourne.
The “It’s Your Game” campaign celebrates the connection Australians have with cricket, the central position the sport has in the notion of Australian identity, and the power of cricket to unite and inspire.
At the core of the “It’s Your Game” campaign is an ambition to reinforce the connection between everyday Australians and members of the Australian Men’s Cricket Team in an authentic and compelling way.
These interactions form the basis for a series of 20 video stories, the first five of which have been released today and are available to view here, as well as a brand focused TVC that will begin airing from the week commencing Monday 17th September.
In addition to the video content, the brand elements will also be brought to life across digital, social, out of home, cinema and print channels, with match specific retail creative to be rolled out from Monday 17th September and the first retail TVC to begin airing in Perth, Adelaide, and Hobart from Saturday 29th September.
Commenting on the campaign, Cricket Australia’s executive general manager, events & leagues, Anthony Everard said: “Cricket is a point of great passion for so many people in Australia, with fans around the country feeling a sense of ownership for the sport and the Australian men’s team. This campaign is all about celebrating the fact that cricket is made great not merely by on-field performances but by the power it has to unite and inspire us as a nation.
“We are excited to be sharing these moments between players and fans with the public leading into and throughout the 2018-19 season, and reminding people the reasons they love cricket and want to be a part of the summer.”
M&C Saatchi Melbourne ECD, Emma Robbins, said: “We are both proud and really humbled to be part of such human and authentic moments between our cricketers and the Australian public.
“The reactions, the connections, the conversations were all so genuine. To create a campaign which gives the game back to the fans has been an amazing and trusting act by Cricket Australia. We think people will really enjoy watching the players and fans together, and in turn support our team play this summer.”