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.
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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
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