Cricket Australia is gearing up for the start of the KFC Big Bash League (BBL) season with a new campaign from its agency of record Apparent.
Titled ‘ALIVE’, the new campaign captures the energy of a BBL game, with colours, action and music that represents the show attendees can expect at the stadium when the season kicks off on 13 December.
Alistair Dobson, general manager Big Bash Leagues at Cricket Australia said: “This year’s Big Bash competitions are more exciting than ever. The atmosphere will remind people of the joy of shared experiences. Moments that make you stand from your seat and lose yourself in enjoyment.
“The ‘ALIVE’ concept encompasses not just the game, but the stadiums, the music, and the entertainment coming to life. We can’t wait for fans to come experience the BBL for themselves.”
The campaign is led by a 30-second TVC produced by Photoplay and directed by Melvin J. Montalban.
Apparent has worked with Cricket Australia in a full service capacity since 2020, with the latest work following last month’s ‘There’s Nothing Like Cricket’ campaign, marking the start of the International Summer of Cricket.
Jackson Long, creative director at Apparent added: “When developing the TVC idea, we asked ourselves what the best seat in the house at the BBL would look like. Our answer was to literally be in the action. So we arrived at a concept that makes the viewer feel like they’re the cricket ball that’s come alive to mix with the players, fly through the air, and land with the fans. It was a joy to make an ad that really feels like the BBL.”
The campaign rolls out across TVC, OOH, press and social.
Mumbrella article can be found here.