Australian cricket has had to weather a number of storms in recent seasons. From poor form, to a cheating scandal, and managing fixtures during a global pandemic.
With a national multi-channel campaign across broadcast, digital, print, OOH, and social, we engaged fringe fans and superfans alike with inclusive messaging and a cohesive branded ecosystem.
The campaign aimed to inspire participation, viewership, player favouritism and ticket sales, despite ongoing pandemic uncertainty resulting in substantial disruptions and a continuously shifting match schedule.
By instilling CA’s season launch with a more diverse spectrum of stories and personalities, we helped continue cricket’s evolution from a pastime long perceived as ‘pale, stale, and male’ to a brand truly emblematic of Australia’s rich tapestry of cultures and abilities.