ICC Launches ‘This Is Big Time’ Larger-Than-Life Campaign For 2022 T20 World Cup

The International Cricket Council (ICC) launched its promotional ‘This Is Big Time’ campaign for the upcoming Men’s T20 World Cup 2022 to drive ticket sales and champion the unmissable nature of an action-packed international tournament which will be held in Australia in late 2022.

Coinciding with the campaign launch, tournament tickets also went on sale for all matches at the official website.

‘This is the Big Time’, which was developed with Australian creative agency Cummins&Partners, aimed to champion the characters, emphasise the fun and the enormity of the event and position it as impossible-to-miss entertainment with the creative seeing some of the stars of the game peer into skyscrapers, emerge from waterways and make city streets tremble with their imposing size.

Launched on 7 February, the three-part television-led campaign stars big hitting Aussie Glenn Maxwell, New Zealand skipper Kane Williamson and India’s wicketkeeper-batter Rishabh Pant.

S̶o̶m̶e̶t̶h̶i̶n̶g̶ Someone is coming

️ https://t.co/EF1622clz9 https://t.co/6UlCdjAWLr pic.twitter.com/t94q0ufjBm

— T20 World Cup (@T20WorldCup) February 7, 2022

“There’s nothing bigger in cricket than a World Cup and the T20 format is such a fun, energetic, vibrant celebration of cricket and culture – it really is the big time and that’s exactly what this campaign is all about,” said ICC Men’s T20 World Cup 2022 local organising committee CEO, Michelle Enright.

“To see stars of the game towering over our host cities and making their presence felt through sheer size and entertainment speaks to the impact we want to make with fans. I really hope it puts smiles on faces and gets Australia excited to witness the best players go head-to-head in our own backyard,” continued Enright. “I’d like to thank the team at Cummins&Partners, along with Electric Dreams Studio and Alt.vfx, who captured our vision so perfectly and really pulled out all the stops to bring this concept to life.”

The campaign was created for the ICC by creative agency Cummins&Partners with music by Electric Dreams Studio and visual effects from Alt.vfx.

Comment

The heavyweight stars of white ball cricket will compete as 16 teams will compete in the 45-match, seven-city tournament between 16 October and 13 November.