KFC Big Bash League Launches Brand Campaign Via Indie Agency Apparent

Australia’s Men’s T20 cricket competition, the KFC Big Bash League (BBL) has launched a new integrated campaign “ALIVE” from independent agency Apparent.

The fast-paced T20 cricket competition serves as the collision of sport and entertainment in Australia. Game attendees can expect some of the world’s top cricketers to perform on the field, while all-out entertainment including light shows, pyrotechnics and live music will make for a thumping atmosphere.

Alistair Dobson, general manager Big Bash Leagues at Cricket Australia said: “This year’s Big Bash competitions are more exciting than ever. The atmosphere will remind people of the joy of shared experiences. Moments that make you stand from your seat and lose yourself in enjoyment.

“The ‘ALIVE’ concept encompasses not just the game, but the stadiums, the music, and the entertainment coming to life. We can’t wait for fans to come experience the BBL for themselves,” Dobson said.

The campaign is led by a 30-second TVC produced by Photoplay and directed by Melvin J. Montalban.

Jackson Long, creative director at Apparent added: “When developing the TVC idea, we asked ourselves what the best seat in the house at the BBL would look like. Our answer was to literally be in the action. So we arrived at a concept that makes the viewer feel like they’re the cricket ball that’s come alive to mix with the players, fly through the air, and land with the fans. It was a joy to make an ad that really feels like the BBL.”

The ‘ALIVE’ platform was launched for the Women’s Big Bash League earlier this year, appearing across TVC, OOH, and digital. The WBBL season culminated on 26 November.

The BBL season begins on December 13 with 56 regular season matches and five finals held across 14 venues. Every match is broadcast live on Seven and/or Foxtel, Kayo Sports and SEN Radio.

Apparent has worked with Cricket Australia in a full-service capacity across TV, media, digital and social since 2020, recently launching the ‘There’s Nothing Like Cricket’ campaign for the International Summer of Cricket.

The ‘ALIVE’ campaign rolls out across TVC, OOH, press and social.

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