25 September, 2017

Cricket Australia Rewrites Ashes Chant For New TVC Featuring Female Stars

By B&T Magazine

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.”

CREDITS

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

Post-production: Crayon

Executive producer: Gabe Russo

Colourist: Martin Greer

Online editor: Adrian Katz

Post-production: Future Pictures

Online editor: Adam White

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Cricket Australia Women's Ashes Series Zoo Group Melbourne