Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent

Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent
SHARE
THIS



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.

Credits:

Cricket Australia
Head of Brand and Marketing: Nancy Del Monaco
Senior Marketing Manager: Marita Forss
Brand Lead: Ainsley Campbell

Agency
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

TVC Production
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

Please login with linkedin to comment

Apparent Cricket Australia the ashes

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]