The first week of October sees the International Cricket Council (ICC) launch a new campaign promoting women’s cricket and the 2017 World Cup called ‘Who Runs The World’.
Shot at Lord’s, the campaign celebrates the achievements and the athleticism of the female players and aims to build excitement around the 2017 tournament which will be hosted by England and will be played at Bristol, Derby, Leicester, Taunton with the final at Lord’s.
The executions are fronted by leading female cricketers from across the world: including England captain Heather Knight, New Zealand captain Suzie Bates, Australia all-rounder Ellyse Perry, West Indies captain Stafanie Taylor and South Africa captain Dane Van Niekerk.
The campaign’s assets are rolling out across the ICC’s digital and social channels: such as Twitter,
FIRST LOOK: A sneak peak ahead to #WWC17 with the final coming to Lord's in 2017! Register your interest now at https://t.co/ChuCMOClgJ pic.twitter.com/yNv9Tw7OeE
— ICC (@ICC) October 6, 2016
Instagram,
and Facebook.
The creative, developed in harness with creative agency HSE Cake, was first unveiled at the Women’s Sport Trust “Changing the Visual Landscape Of Women’s Sport” event (part of Women’s Sport Week).
The campaign’s creative style was inspired by Russian avant-garde graphics to reflect a feeling of revolution – a movement and a sense of excitement about change.
‘For me, that revolution has already started and we hope this campaign is received in a similar spirit, and is truly embraced by the British public. Who Runs the World? In 2017, I’m proud to say, it’s going to be girl,’ trumpets HSE Cake associate creative director Lizzy Pollot.
‘For us the climate was right for a truly empowered campaign. We already have a woman prime minister and by the end of next month, we may well have a woman president in the US too,’ adds Pollot
‘When HSE Cake first presented the idea to us, we knew it was an ambitious and gutsy approach. We are proud to be launching as powerful a campaign as “Who Runs the World”,’ explains ICC Women’s World Cup 2017 tournament director Steve Elworthy.
‘We feel a great duty to be raising awareness of this great sport and drawing attention to the undeniable athleticism of the team. I’m looking forward to seeing packed stadiums as these teams get the reception they truly deserve.’
The campaign launch coincided with ‘Women In Sport Week’ – which it promoted in some of its content pieces.
It's #WSW16 and these players can't wait for #WWC17 next year and you could be there too! Register your interest at https://t.co/0shC7QRfZd pic.twitter.com/EfrOE7mxwa
— ICC (@ICC) October 7, 2016
‘It has been inspiring to see the women’s cricket landscape change over the course of the past decade since I stopped playing: both in terms of the number of professional female cricketers now recognised around the world and the changing tide of media and commercial support,’ says Clare Connor, the chair of the ICC Women’s Committee.
‘This dynamic campaign really justifies the quality, skill and power of the female athletes involved in the ICC Women’s World Cup 2017. I am confident that Heather and her team will do us proud next year as England strive to lift the trophy for the fourth time in its history,’ added Connor (who played in three World Cups for England between 1997 and 2005)
‘I urge our great sporting public to get behind our team, support the tournament and create the best women’s global event our sport has ever seen.’
Comment
The ICC Women’s World Cup 2017 will sees the world’s eight top ranked women’s cricket sides compete for the trophy: the top four teams from the ICC Women’s Championship qualify automatically and the remaining four spots will be decided at the ICC Women’s World Cup Qualifier in early 2017.
This campaign will further boost the fast-growing women’s game and builds on the work of previous women’s cricket marketing initiatives such as the ECB’s 2013 ‘Rise For England Women’ work, the Ashes focused 2015 ‘Smashing Boundaries Together’ campaign
Check out the new 'Smashing Boundaries Together' campaign for #WomensAshes!
Info: http://t.co/kLYr3kePPH pic.twitter.com/HvsnzMhzjn— England Cricket (@englandcricket) July 13, 2015
and the 2016 Kia Women’s Super League work.
Links:
ICC Web:
ICC Twitter:
ICC Facebook:
ICC YouTube:
ICC Instagram:
https://www.instagram.com/icc/
HSE Cake:
