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‘United by the Moment’

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New Campaign for Cricket Australia via GPY&R

‘United by the Moment’


GPY&R and Cricket Australia have released a new advertising campaign for the Vodafone Test Series, aptly titled, ‘United by the Moment’. The campaign reinforces Australians’ emotional connection with sport and serves as a reminder of how cricket brings all Aussies together in support of our team.
‘United by the Moment’, which debuted as a TVC during the NRL Grand Final pre-show, highlights crickets transcendental power to move and affect us, and to create unforgettable moments that will live forever – moments of power, passion and sometimes, failure. 
View the spot below:
“Most fans who love cricket can remember a particular moment that ingratiated them with the game. Cricket has so much history, tradition and many moments that have helped shape our national psyche, from Bradman’s last innings to Warne’s 700th wicket to Michael Clarke’s 329 last season at the SCG.  These moments become part of Australian folklore, they are moments you don’t want to miss and they help unite the country,” said Julian Dunne, Senior Manager - Marketing for Cricket Australia.
“International Test Cricket has a wonderful way of engaging our national pride. ‘United by the Moment’ hopes to capture this and show the emotion that sets test cricket apart. No matter what you’re doing over summer, there is always a moment when our national sporting pride rests on the fingers of a bowler or the hands of a batsman in baggy green,” said Ben Coulson, Creative Director for GPY&R.
With the Vodafone Test Series quickly approaching, this multi-channel campaign will be supported by both TV and print, among other mediums all of which will focus on a series of inspirational modern day moments.
Client: Cricket Australia -  Julian Dunne, Panayiota Samartzis
Production Company: Finch
Director : Patrick Hughes
Post Production: Method Studios
TV Producer: Luisa Peters
Executive Creative Director: Ben Coulson
Art Director: Chris Northam
Copywriter: Evan Roberts
Group Account Director: Mathew Cummings
Account Director: Nick Robinson
Account Manager: Jenna Stafford


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