The ICC T20 World Cup is coming to Australia in 2020 and to mark the one year countdown to the first ball the organising committee rolled out a new campaign called ‘The Big Dance’,
Launched on 18 October, the integrated campaign – created by agency Cummins&Partners – spans televisions, radio, outdoor, press and online and will continue to roll out in various phase and strands up to and during the tournament.
‘The Big Dance’ title phrase refers both to the climax of any major elite sporting event and it also sets out to showcase the action, energy and excitement that each competing country will bring to the tournament.
The metaphorical idea of ‘dance’ is that dancing, like cricket, is a universal language through which different cultures celebrate and aims to appeal to a host of different audiences throughout the cricket playing nations of the world.
The campaign is led by a hero spot which features several international cricket stars and portrays then in the form of animated cricketing silhouettes.
More than 22 different silhouettes feature across the campaign, each showcasing on-field moments and player and fan celebrations from various men’s and women’s international ICC matches.
The images are set to a contemporary reworking of the 1970s Supercharge track “You’ve Gotta Get Up and Dance” which was re-recorded by Indian-born, young Australian singer Harts.
The silhouettes were developed by Melbourne-based Pixel Studio using data from Deakin University’s Motion Lab. The movements of four professional cricket players were tracked using Motion Lab’s state-of-the-art motion capture technology, with close to 40 optical infrared cameras capturing a range of cricketing actions including batting, bowling, fielding and appealing. The data was then used to create avatars before in turn becoming the final silhouettes.
The campaign rolled out to coincide with the launch event in Sydney marking the one year countdown to the start of the tournament.
Alongside the launch of the new campaign, today also marks one year to go until the first ball is bowled in the Men’s T20 World Cup, with all tickets on sale at t20worldcup.com from 1200 midday (AEDT) on Friday 18 October, to all men’s and women’s matches across both tournaments.
“The Big Dance references not only the ultimate prize in T20 cricket, but also the festival atmosphere that will get fans out of their seats and enjoying themselves with family and friends at T20 World Cup matches across Australia,” explained ICC T20 World Cup 2020 Local Organising Committee CEO Nick Hockley.
Chris Jeffares, CEO Australia of Cummins&Partners, added: “T20 cricket doesn’t get any bigger than this. It truly is ‘The Big Dance’, so we can’t wait to see our platform come to life. Most sporting events measure success by bums on seats, but we’ll also be measuring success by bums off seats.”
The campaign was created for the ICC T20 World Cup 2020 Local Organising Committee Chief Executive Officer Nick Hockley, General Manager (Marketing), Teresa Basile and Marketing Communications Manager Elly Barberis by Cummins&Partners.
The creative agency team included Chief Creative Officer Sean Cummins, Creative Director Heath Collins, Senior Copywriter Liam Jenkins, Executive Producer Karley Cameron, Group Account Director Hayden Isaacs, Account Director Rachel Beckley and Account Manager Jim Vizard. The production house was Pixel.
Comment:
ICC World Cups seem to come with increasing regularity and the 2020 T20 version follows on from 2019’s One Day World Cup – check out our snapshot of some of the key marketing and creative trends from that competition which was hosted and won by England.
The one-year countdown and ticket sales campaign for that 2019 tournament took a similar celebratory and cultural approach which focused on ‘carnivals’ (see case study).
The 2020 tournament is the first time that the women’s and men’s tournaments will take place as two standalone events – culminating in two epic finals at the MCG.
The Women’s final will be played on International Women’s Day and will aim to break the attendance record for a women’s sporting fixture with a 92,000 capacity.
Links:
ICC T20 World Cup 2020
https://www.icc-cricket.com/news/1454825
https://www.instagram.com/icc/
https://www.youtube.com/user/CricketICC
https://cumminsandpartners.com/
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