The new campaign was developed by M&C Saatchi's Melbourne agency.
Cricket Australia has launched its latest International Cricket campaign via M&C Saatchi Melbourne. The campaign draws inspiration from Australian diversity and unified love of cricket.
Together, they searched the nation to find Australia's biggest cricket enthusiasts and brought to life their love affair with Australia's favourite game.
The campaign highlights an abundance of Australians from all walks of life; young and old, male and female, city to country, and from a variety of cultures, united in their passion for Australia's cricket teams. In essence, a 24-millon strong force taking on South Africa, Pakistan, New Zealand, and Sri Lanka in the upcoming international cricket season.
Says Paul Taylor, executive creative director, M&C Saatchi Melbourne: "Unlike our other national sports teams, our cricket team doesn't have a nickname. They're just Australia. Because the 11 players on the field don't just represent themselves; they represent all of us. So this summer, we wanted to show that the whole country is taking on South Africa, Pakistan and New Zealand."
Says Ben Amarfio, executive general manager of media, communications and marketing, Cricket Australia: "Cricket is a part of the fabric of Australian culture and this new campaign shows the passion so many people have for the game and builds the excitement for what is set to be a highly exciting and entertaining summer of cricket.
"In developing this campaign we reached out to the public to find some of the country's biggest cricket fans and the response we received and the stories we have uncovered from every corner of the land shows how cricket unites and inspires us all."
The campaign will be delivered across multiple platforms including TV, press, outdoor, digital, social and radio.
Client: Cricket Australia General Manager, Media, Communications & Marketing: Ben Amarfio Head of Marketing: Sonia Bijelic Marketing Manager: Panayiota Ward Creative Agency: M&C Saatchi Melbourne Managing Director: David Dahan Executive Creative Director: Paul Taylor Creative Team: Paul Taylor, Tony Banks Senior Broadcast Producer: Jessica Norton Strategy Director: Lucy Cochran Account Directors: Adam Brami, Pia Christiansen, Sarah Bailey Designer: Adriano Russo Production Company: NB Content Directors: Adam Ciancio and Oliver Waghorn Exec. Producer: Sheridan Wadelton Directors of Photography: Cesar Salmeron and Aaron Farrugia Photographer: Josh Robenstone Sound: Phil Kenihan Music: Dmitri Golovko Media Agency: Mediacom