24 September, 2021

Kayo Moves The Footy Season On For Cricket In Star-Studded Work From Special

By B&T Magazine

Kayo Sports has launched a new brand campaign “World Cup Lives Here”, featuring international cricket stars David Warner, Jofra Archer and Rashid Khan, as they move into the Kayo house ahead of this year’s ICC Men’s T20 World Cup. The campaign forms part of Kayo’s brand platform “Sport Lives Here”, which launched in February for the arrival of winter codes.

Created in partnership with Special, “World Cup Lives Here” showcases the sports streaming platform’s unrivalled World Cup coverage, which this year will be broadcast exclusively through Fox Cricket.

The campaign will debut throughout the AFL Grand Final with its first spot “Lease is Up”, which depicts the cricketers moving into the Kayo share house after being “lived in” by prominent AFL and NRL stars during the footy seasons. After a dismayed appraisal at the state of the house, the footy players are told their lease is up, because “Cricket Has Arrived.”

A second spot, titled “All Under One Roof”, will air later in October as the World Cup action heats up, featuring the same star-studded cast of cricketers and familiar voice Brett Lee.

“World Cup Lives Here” will run across TV, OOH, radio, digital and social, aiming to reinforce the unrivalled breadth and depth of coverage of cricket this Summer on Kayo, from the World Cup through to the Ashes.

Kim McConnie, marketing director, Kayo Sports, said: “With the footy season wrapping up and winter coming to an end, Aussies are more than ready for a summer of blockbuster cricket action. For cricket fans all over Australia, Kayo has you covered with every match of the ICC Men’s T20 World Cup live and on-demand, with no ad-breaks during play. In addition, Kayo Minis will be available after every match to catch-up on all the action and will be a must-watch for fans given the late night and early morning match times.

“Combined with game-changing features, bespoke camera angles and the best broadcast and analysis from the world-class Fox Cricket commentary team, Kayo is truly a must have this cricket season.”

Vince Osmond, creative director at Special, said: “As the second chapter in Kayo’s ‘Sport Lives Here’ brand platform, we wanted to show people what life would look like if some of the world’s best cricketers evicted star AFL and NRL legends and moved into their share-house. In short, we wanted to show that without Kayo, you’re not doing the full summer of cricket justice.”

Client: Kayo Sports

Kim McConnie: Marketing Director

Matthew Bartolo: Senior Brand Manager

Jessie Maclaine: Brand Marketing Executive

John Matthews: Director of Media & Partnerships

Tim Micallef: Head of Media and Planning

Creative: Special

Tom Martin: Partner, CCO

Julian Schreiber: Partner, CCO

Dave Hartmann: Strategy Partner

Cade Heyde: Founding Partner

Vince Osmond: Creative Director

Jade Manning: Creative Director

Simon Dalla Pozza: Creative

Lewis Aramayo: Creative

Adam Shear: Design Director

Liam Kenny: Designer

Sevda Ćemo: Head of Film & Content Production

Wendy Gillies: Executive Producer, Film

Emily Willis: Integrated Producer

Tori Lopez: Head of Business Management

Jake Stopper: Business Director

Media: Mindshare

Linda Tyson: Client Lead

Joel Brady: Group Strategy Director

Liz Penton: Connections Planning Associate Director

Guillaume David: Group Investment Director

Production: Good Oil Films

Dave Wood: Director

Lee Thompson: Producer

Post: The Editors

Mark Burnett: Editor

Fergus Rotherham: Colourist

Matt Edwards & Soren Dyne: Flame

Liv Reddy: Producer

Audio: Rumble

Anthony Aston: Engineer

Michael Gie: Producer

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