Cricket Australia has unveiled its latest campaign to promote girls playing junior cricket called #WATCHME.
The campaign, created with Blood UTD, celebrates the confidence that girls get from cricket, and how that confidence can lead to wonderful places.
Utilising the #WATCHME label that served as a rallying cry for all of Australia to get behind their team in the recent Commonwealth Bank Series against New Zealand, this new campaign showcases the enjoyment of playing cricket but also demonstrates the confidence and life skills that cricket helps develop.
The TVC is a mix of realism and fantasy, blending cricket fun with the future dreams of the girls who play. #WATCHME Play, #WATCHME Grow will also be rolled out across out of home, digital, social, and cinema.
Commenting on the new campaign, Cricket Australia’s executive general manager, events & leagues, Anthony Everard said: “We are very excited to be rolling out such a positive, exciting, and empowering campaign supporting girls in their junior cricket journey and continuing the momentum of #WATCHME.
“There has been significant growth in the number of girls playing cricket over the past few years and this campaign showcases some of the reasons why – from the confidence it can produce, to the sense of camaraderie it provides.
“We hope that girls across the country will see themselves and their dreams reflected in the campaign and give cricket a go this season.”
David Smith, ECD of Blood UTD added: “Girls who participate in sport are more confident in life. Playing a game like cricket, a game that used to be seen as a boys’ game, allows them to think: If I can do this, what else can I do? It allows them to dream, to compete, to lead, and to realise that there are no limits on their potential.”
Client: Cricket Australia
Marketing Manager: Kelly Jensen
National Female Participation Manager: Jane Moffat
Agency: Blood UTD
Executive Creative Director: David Smith
Client Partner: Grant Oorloff
Account Executive: Jacob de Keijzer
Production: The Producers
Executive Producer: Victoria Conners & Noelle Jones
Director: Bill Irving
DOP: Alex Serefini
1st AD: Andrew Powell
Photographer: Thom Rigney
Post-Production: Trace House
Editor: Chris Brown
Colourist: Dan Stonehouse from Crayon
Sound: Paul Baxter from Baxter Sound