Cricket Australia launches new ‘It’s Your Game’ Men’s Season campaign via M&C Saatchi, Melb
As the 2018-19 Men’s International Season approaches, Cricket Australia has today unveiled the “It’s Your Game” campaign via M&C Saatchi Melbourne, which celebrates the connection Australians have with cricket, the central position the sport has in the notion of Australian identity, and the power of cricket to unite and inspire.
At the core of the “It’s Your Game” campaign is an ambition to reinforce the connection between everyday Australians and members of the Australian Men’s Cricket Team in an authentic and compelling way.
Having put the call out to our most passionate fans to share the role cricket has played in their lives, fans from across the country were selected to be a part of the campaign. Players travelled to surprise these fans in their communities, and spend some time listening and learning about their connection with cricket. Several fans were even given the opportunity to unbox and try on a Baggy Green as part of the experience.
These interactions form the basis for a series of 20 video stories, the first five of which have been released today and are available to view here, as well as a brand focused TVC that will begin airing from the week commencing Monday 17th September.
In addition to the compelling video content, the brand elements will also be brought to life across digital, social, out of home, cinema and print channels, with match specific retail creative to be rolled out from Monday 17th September and the first retail TVC to begin airing in Perth, Adelaide, and Hobart from Saturday 29th September.
Reflecting on travelling back to his old primary school as part of his involvement in the campaign,
Australian men’s team captain Tim Paine said: “This is a brilliant campaign, and to go back to my old school and spend some time talking to the students about their love of cricket, was a great experience. Listening to the students was a powerful reminder of the responsibility we have to make Australians feel proud of their cricket team.”
Says Anthony Everard, executive general manager, events and leagues, Cricket Australia: “Cricket is a point of great passion for so many people in Australia, with fans around the country feeling a sense of ownership for the sport and the Australian men’s team. This campaign is all about celebrating the fact that cricket is made great not merely by on-field performances but by the power it has to unite and inspire us as a nation.
“We are excited to be sharing these moments between players and fans with the public leading into and throughout the 2018-19 season, and reminding people the reasons they love cricket and want to be a part of the summer.”
Says Emma Robbins, ECD, M&C Saatchi Melbourne: “We are both proud and really humbled to be part of such human and authentic moments between our cricketers and the Australian public.
“The reactions, the connections, the conversations were all so genuine. To create a campaign which gives the game back to the fans has been an amazing and trusting act by Cricket Australia. We think people will really enjoy watching the players and fans together, and in turn support our team play this Summer.”
Cricket Australia
Marketing Manager: Marita Forss
Marketing Specialist: Chelsea Doncon
Creative Agency: M&C Saatchi Melbourne
Managing Director: Andy Cairns
Chief Strategy Officer: Justin Graham
Executive Creative Director: Emma Robbins
Senior Creative: Mathew Hine
Copywriter: Jaksen Daddo & Rose Donohoe
Account Director: Josh Eaton
Account Manager: Kara Blair
Head of Integrated Production: Gene Kingi
Agency Producers: Jessica Norton & Tony Le
Production Company: The Producers
Producers: Victoria Conners & Noelle Jones
Directors: Brad Goosens & Josh Moore
Post Production: Mr Fox
Editors – Andrew Stalph, Emily Robb & Seth Lockwood
Flame Artist – Felicity Stalph
Grade – Edel Rafferty
Producers – Clare Lehner & Beck Read
Sound Design: Bang Bang Studios
Sound Designer: Sam Hopgood
Producers: Polly McGregor & Holli Dee
Music: Electric Sheep Music
17 Comments
Who’s Emma Robbins?
Nicely done. Well done Emma!!
Surprisingly, they don’t feel too contrived, which is nice. Make me like the Aussie cricket team again. Job done.
Ahhh. About time. Love the films. The Langer one is a classic. Congrats to M&C.
If only it were true.
Don’t stop believing Richie
Only me who feels these are bereft of any emotion, pacing or atmosphere? Guess so.
These are horrendous.
Great stuff Bloverp!
Haters gonna hate. I love cricket and felt burned by our team’s behavior in SA. This is a timely and intelligent way to re-start the game here.
And the Sacha and Pat spot is lovely.
Just…….
A recent study shows that Cricket is statistically the dullest sport known to man, so it amazes me that you’ve actually managed to make such a solid bunch of ads – that actually feel really genuine and convey the spirit of sportsmanship.
The Sacha spot is absolutely bang on, but it doesn’t change the hard fact that Cricket is shit.
I’m not a great fan of the Australian cricket team. Their behaviour on and off the field recently has been appalling.
This may not be the most creative job in the world but it makes the cricketers seem human. They come across as decent, nice people and makes me actually quite like them.
Job done I’d say. Nice work.
Great stuff. As a cricket fan who doesn’t love the team, this really humanises them.
Oh gosh – these are really bad, really bad. M&C have completely lost the plot.
even watch half of these… they are so awful. They are the definition of desperate advertising wrapped in cringeworthy, pseudo “authentic” interactions. The agency is out of touch.