Cricket Australia Unveils New Grassroots #WATCHME Campaign To Promote The Women’s Game

Cricket Australia Unveils New Grassroots #WATCHME Campaign To Promote The Women’s Game

Cricket Australia has unveiled its latest campaign to promote girls playing junior cricket called #WATCHME.

The campaign, created with Blood UTD, celebrates the confidence that girls get from cricket, and how that confidence can lead to wonderful places.

Utilising the #WATCHME label that served as a rallying cry for all of Australia to get behind their team in the recent Commonwealth Bank Series against New Zealand, this new campaign showcases the enjoyment of playing cricket but also demonstrates the confidence and life skills that cricket helps develop. 

The TVC is a mix of realism and fantasy, blending cricket fun with the future dreams of the girls who play. #WATCHME Play, #WATCHME Grow will also be rolled out across out of home, digital, social, and cinema.

Commenting on the new campaign, Cricket Australia’s executive general manager, events & leagues, Anthony Everard said: “We are very excited to be rolling out such a positive, exciting, and empowering campaign supporting girls in their junior cricket journey and continuing the momentum of #WATCHME.

“There has been significant growth in the number of girls playing cricket over the past few years and this campaign showcases some of the reasons why – from the confidence it can produce, to the sense of camaraderie it provides.

“We hope that girls across the country will see themselves and their dreams reflected in the campaign and give cricket a go this season.”

David Smith, ECD of Blood UTD added: “Girls who participate in sport are more confident in life. Playing a game like cricket, a game that used to be seen as a boys’ game, allows them to think: If I can do this, what else can I do? It allows them to dream, to compete, to lead, and to realise that there are no limits on their potential.”


Client:  Cricket Australia

Marketing Manager: Kelly Jensen

National Female Participation Manager: Jane Moffat

Agency: Blood UTD

Executive Creative Director: David Smith

Client Partner: Grant Oorloff

Account Executive: Jacob de Keijzer

Production: The Producers

Executive Producer: Victoria Conners & Noelle Jones

Director: Bill Irving

DOP: Alex Serefini

1st AD: Andrew Powell

Photographer: Thom Rigney

Post-Production: Trace House

Editor: Chris Brown

Colourist: Dan Stonehouse from Crayon

Sound: Paul Baxter from Baxter Sound

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