Cricket Australia Unveils Ashes Campaign “It Just Means More” Via Apparent
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
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.