As Cricket fans everywhere will tell you, we’re only weeks away from the start of the 2021/22 Men’s and Women’s Ashes series. To mark the occasion and promote the sport’s greatest rivalry, Cricket Australia has launched their largest fully integrated campaign of the season, via creative and media agency Apparent.
The work, under the campaign line “It Just Means More”, focuses on the unique importance of The Ashes to players and fans alike, and features 30 and 15 second TVCs, plus national and match specific OOH, press and social.
It’s the first time the Men’s and Women’s Ashes have been promoted together, reflecting the importance of both games to Cricket Australia and a growing number of fans in this double Ashes season. The campaign highlights the jewel in the cricketing world crown, and a rivalry and history that is the envy of many sporting series around the world.
Nancy Del Monaco, head of marketing, Cricket Australia, said: “The Ashes is the greatest rivalry in cricket with a long and rich history that’s incredibly important to Cricket Australia, but also to the country as a whole. It’s been an enormously challenging year for everyone, and cricket is no exception. We’re delighted to say England are bringing a full-strength squad to Australia for the men’s Ashes and that both series are going ahead as planned. It’s a fantastic occasion and we expect people to get behind and enjoy it, because there is something so special about the Ashes.”
Apparent ECD Michelle Turchini added: “The Ashes are in a league of their own, it’s cricket turned up to eleven, between two of the best teams in the world, where emotions run deeper, heroes stand taller, bragging rights are bigger and victory tastes that little bit sweeter. Our ‘It just means more’ campaign encapsulates that perfectly as something every cricket fan will be nodding along to. They already recognise the importance of ‘The Ashes’, we’re just getting them as excited as the players and reminding them to get to a game of course.”
If planning one of the most famous international cricket series was challenging, producing a campaign for it featuring elite players and fans from both sides was a close second.
“Hats off to our production partners especially Sedona and director Marty Moynihan who worked miracles in very challenging circumstances with tight turnarounds,” Turchini said.
Suzy Smiley, nmanaging director at Apparent: said “We’re super proud to continue the relationship with Cricket Australia that we started last year. They are an iconic Australian brand at the heart of Australian life and our work together is growing the game in all its forms, not just the men’s and women’s internationals. It’s great to be a part of good work that works.”
The campaign launched on Sunday night, with TVC, OOH, press and social media rolling out simultaneously in time for the first test at The Gabba, Brisbane, Dec 8-12. The first Women’s Test will be played at Manuka Oval Canberra Jan 27-30.
Head of Brand and Marketing: Nancy Del Monaco
Senior Marketing Manager: Marita Forss
Brand Lead: Ainsley Campbell
Creative & Media Agency: Apparent
Executive Creative Director: Michelle Turchini
Senior Creative: Cameron Montgomery
Senior Creative: Tom Spicer
Design: Jen Mellander & James Nielsen
Client Services Director: Brook Miller
Group Account Director: Hayden Mead
Account Director: Tom Hennessey
Senior Producer: Tanya Tankiang
Senior Producer: Novelly Sinay
Media & Strategy
Head of Strategy & Media: John Halpin
Executive Strategy Director: Mitch Hunter
Media Client Partner: Jaclyn Ely
Media Lead – Cricket: Matthew Craft
Production Company: Sedona Productions
Director: Marty Moynihan
Executive Producer / MD: Kim Wildenburg
Producer: Helen Morahan
DOP: James Brown
Production Designer: Pete Baxter
Offline: The Editors
Editor: Ryan Boucher
Offline Producer / GM: Jennie McCartney
Online: Resolution Design
VFX Supervisor: Tim Dyrofff
Colourist: Andy Clarkson
Flame Lead: Doron Man
Design: Gabriel De Souza
Online Producer: Carolien Foley
Sound & Music: Sonar