Cricket participation in Australia is at an all-time high of 1.4 million local and backyard players, despite so many other sports vying for everyone’s time and interest. But the code needs to attract and retain more interested players to shape the next generation of talents.
Enter Community Champions, a campaign created for Cricket Australia. Working with our friends Greenpoint Media, we were invited to create a distinctive brand identity and website for the campaign, essentially a callout for people to nominate those who deserve wider recognition for their efforts in cricket.
And: nominate they did. The day it launched, Community Champions received an audience response around 10 times greater than expected.
Our brand works within the Cricket Australia brand guidelines while driving a clear sense of community. The work was rolled out across the campaign’s out-of-home, online, digital, social media and other activities.