Melbourne / Canberra

Cricket Australia

THE BRIEF

Cricket Australia approached Zoo Group to develop a new campaign for 2017 that drives the enthusiasm of playing cricket for all ages. With that came the need to create a new television commercial, reskin the existing website landing page, create a vast array of digital banners across a wide variety of age groups. Included in this was activating the new campaign through trade materials for all clubs and participants – hundreds of pieces of material in total.

WHAT WE DID
Campaign strategy
Concept & copywriting
TVC production & coordination
Digital design & rich media banners
Design & roll out
OOH, print, radio

THE STRATEGY

The team developed the concept, based on the insight that when you play cricket, you do more than just play sport. This became the driving force behind the concept to “Play Anywhere”. The sport of cricket goes beyond what we see on our screens. In the backyards, the streets, the beaches and the playing fields you meet new friends, learn new skills, and have a great time doing it.