Cricket Australia - Junior Cricket

Cricket Australia tasked us with concepting for a creative campaign aimed to increase female participation in their Junior cricket programs. The opportunity was the broaden the appeal of cricket through emotive storytelling whilst encouraging non-cricket fans to consider cricket as their sport, and shift perceptions that crick is long, boring and a sport typically for men.

Every cricket club is a unique and welcoming community made up of a range of individuals with different strengths and personalities. For our idea, we decided to hero a young female player acting as a sports reporter at her local cricket club. We follow her as she interviews players, coaches and other club members who all demonstrate and vouch for the benefits of young girls playing cricket. After all, what better way to hear the benefits of Junior cricket than to interview those directly and indirectly associated with the club.

Enjoy cricket this summer with friends and fistbumps whilst having fun in the sun. Howzat!

Client: Cricket Australia Agency:
Apparent Creative Director: Jackson Long
Art Director: Adrian Mok
Copywriter: Jessie Stazkiewicz
Design Director: Jen Mellander
Executive Integrated Producer: Tanya Tankiang
Senior Integrated Producer: Novelly Sinay
Senior Account Director: Suzie Cotterill
Account Director: Tasha Meehan

Production: Traffic Film and Video Production
Director: Hannah Ariotti
Sound Design: Smith & Western Studios