Cricket Australia has launched League of Heroes, a new marketing campaign created with advertising agency M&C Saatchi to promote the eighth season of the KFC Big Bash League (BBL) which commences on Wednesday 19 December.
The campaign will air across the country from this Sunday with 60, 30 and 15-second TVCs which highlight the world-class ability of BBL players, while showcasing the excitement and entertainment fans experience at BBL matches.
The campaign is also rolling out across out of home, digital and social with a series of bespoke creatives designed in collaboration with all eight BBL Clubs and the League. Each of the creatives feature a mix of realism and fantasy, with BBL players owning unique powers emphasising their on-field ability.
Commenting on the new campaign, Cricket Australia’s head of Big Bash, Kim McConnie said: “This season, more fans will be able to enjoy the fast-paced, non-stop BBL action than ever before, as the competition moves to a full Home and Away fixture.
“It’s been a pleasure working with M&C Saatchi on such an exciting campaign and we look forward seeing the League of Heroes come to life.
“As we look forward to another blockbuster summer of Big Bash, we can’t wait for fans to come and see their BBL heroes clash with their rivals in what will be a battle for the ages.”
M&C Saatchi Melbourne account director, Josh Eaton, said:” BBL is the sports category leaders in family entertainment and this campaign reflects that. League of Heroes creates a platform to showcase the incredible sporting ability of BBL players while engaging fans on an entirely new level. Kids are going to love it.”
Client: Cricket Australia
Executive general manager of events and league: Anthony Everard
Head of Big Bash: Kim McConnie
Marketing manager: Michael Fisher
Creative agency: M&C Saatchi Melbourne
Managing director: Andy Cairns
Chief strategy officer: Justin Graham
Executive creative director: Emma Robbins
Senior creatives: Jay Lazaro, Andy McInerney and Mathew Hine
Account director: Josh Eaton
Account manager: Kara Blair
Head of integrated production: Gene Kingi
Agency producers: Jessica Norton and Tony Le
Production company: The Directors Group
Producer: Craig Griffin
Director: Bill Irving
Post-production productivity: Mr Fox
Editors: Andrew Stalph
Flame artists: Felicity Stalph and Drew Moden
Grade: Edel Rafferty
Design VFX: Simon Bronson and Savva Tsekmes
Producers: Clare Lehner and Beck Read
Sound design company: Bang Bang Studios
Sound designer: Tristan Dewey
Producers: Polly McGregor and Holli Dee