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.”

Credits:

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