Cricket Australia tasked Department Of The Future with the creation of an Australia-wide TVC and online video campaign for the 2016/17 season of the Big Bash League.
The goal of the campaign was to dispel the idea of “slow cricket”, showcasing the excitement of the Big Bash League.
Department Of The Future worked closely with M&C Saatchi and Cricket Australia on creative strategy to develop a campaign centered around real families supporting their favourite teams during the 2015/16 season.
We were also involved from concept to delivery, aesthetic, tone, video production and providing a holistic post-production process, including motion graphic creation.
We armed families with GoPros to capture the authentic experience of the Big Bash League from their point-of-view. Mixing this footage with candid shots from our roaming camera crew culminated in a cohesive series of 30 and 15 second TVCs, specific to the individual market of each of the 8 Big Bash League teams. A generic national series and longer form season highlight reels were also produced for online use for all eight teams and nationally.
The campaign was broadcast on Channel 10, Foxtel and online, showing both 15 and 30 second TVCs, and was screened at a range of cinemas nationwide. Television viewing of the Big Bash League grew significantly since the release of the campaign, with broadcast games taking out 10 of the Top 20 shows for 16-39s and 25-54s during the first few weeks of January 2017.
The release of the campaign saw a steady rise in crowd numbers, particularly in territories such as Adelaide and Brisbane.