Cricket Australia’s Men’s T20 cricket competition, the KFC Big Bash League (BBL), launched an integrated campaign called ‘ALIVE’ to build awareness, buzz and excitement ahead of the new season.
Developed with independent agency Apparent, ‘ALIVE’ rolled out from 30 November and saw Cricket Australia build anticipation for KFC BBL via an energetic and entertainment led approach.
Launched ahead of the 13 December new season start, the campaign positions the fast-paced competition as collision of sport and entertainment: one which sees the world’s top cricketers perform on the field alongside colourful light shows, pyrotechnics and live music all generated a thrilling, thumping atmosphere.
The spanned TV, OOH, press and social and was led by a 30-second TVC produced by Photoplay and directed by Melvin J Montalban.
The summer is about to come alive at the KFC @BBL
https://t.co/3qxTvpvXjJ pic.twitter.com/BDhXYhkIr8
— Cricket Australia (@CricketAus) November 28, 2022
“This year’s Big Bash competitions are more exciting than ever. The atmosphere will remind people of the joy of shared experiences. Moments that make you stand from your seat and lose yourself in enjoyment,” explained BBL & Cricket Australia General Manager Alistair Dobson at the campaign launch. “The ‘ALIVE’ concept encompasses not just the game, but the stadiums, the music, and the entertainment coming to life. We can’t wait for fans to come experience the BBL for themselves.”
Apparent Creative Director Jackson Long commented: “When developing the TVC idea, we asked ourselves what the best seat in the house at the BBL would look like. Our answer was to literally be in the action. So we arrived at a concept that makes the viewer feel like they’re the cricket ball that’s come alive to mix with the players, fly through the air, and land with the fans. It was a joy to make an ad that really feels like the BBL.”
The campaign was created for a briefed in by a team at client Cricket Australia led by General Manager BBL Alistair Dobson, General Manager Digital, Marketing & Communications Alex Lavelle, Head of Brand & Marketing Teresa Basile, Senior Performance Marketing Manager Sarah Quinlan, Senior Marketing Manager BBL Lana Hoffman, Performance Marketing Lead Jesse Lovig, Marketing Lead BBL Josh Threapleton and Marketing Coordinator BBL James Hanley.
The campaign was conceived and executed by a group at creative and media Apparent
which included Executive Creative Director Michelle Turchini, Creative Directors Jackson Long and Louise Acret, Design Director Jen Mellander, Senior Producer Roslyn Payne, Business Director Hayden Mead, Senior Account Director Suzie Cotterill, Account Director Kayne Wilkinson and Senior Account Manager Max Hope, plus Head of Strategy & Media John Halpin, Executive Strategy Director Mitch Hunter, Strategist Edward Scrivens, Media Client Partner Jaclyn Ely, Media Lead (Cricket) Matthew Craft and Media Planner/Buyer Holly Braham.
Production was handled by Photoplay with Director Melvin Montalban, Executive Producer Emma Thompson, DOPs Kieran Fowler and Tania Lambert, Art Director Ruth Levi, Editor Brad Hurt and Grader Matt Fezz. Motion Graphics and VFX were by Mighty Nice and music and sound by Rumble Studios.
Comment
The 2022/23 BBL season begins on 13 December with 56 regular season matches and five finals held across 14 venues and matches are broadcast live on Seven and/or Foxtel, Kayo Sports and SEN Radio.
The ‘ALIVE’ concept was originally launched for the Women’s Big Bash League earlier in 2022.
While agency Apparent has worked with Cricket Australia in a full-service capacity since 2020 and recently launched the ‘There’s Nothing Like Cricket’ campaign for the International Summer of Cricket.
Indeed, as Australia heads towards summer the country’s cricket marketers are all warming up and in the same week this campaign rolled out Cricket Australia test sponsor NRMA also began activating its partnership rights ahead of the Aussie’s first test match of the year.
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