Structured backyard cricket – but better.
Cricket Australia is re-launching an enhanced Woolworths Cricket Blast program – a fast-paced and full of fun program that is essentially structured backyard cricket – but better.
Apparent worked with Cricket Australia to develop a new strategic position and creative platform; focused on the unforgettable moments of bonding and joy that every child experiences at Woolworths Cricket Blast.
Jackson Long, creative director at Apparent, said somewhere between childhood and adulthood, imagination falls away.
"Harnessing the power of imagination is every child’s superpower, and re-discovering it is every adult’s dream,” said Long.
“Asking audiences to “Imagine the Fun” encourages audiences to consider the mental, physical and social benefits of cricket."
A national media campaign has been launched following the conclusion of the Ashes series, so cricket will remain at the forefront of Australians’ minds during the Woolworths Cricket Blast enrolment period.
The 'Imagine the Fun' campaign includes a hero 30-second TVC as well as digital, OOH, radio, and social to drive awareness and entice parents with kids to join their local Woolworths Cricket Blast program.
The TVC follows children’s imaginative journey from an impromptu backyard cricket game to the warm and welcoming environment of the Woolworths Cricket Blast program.
Apparent director, Rob Stanton-Cook, and Collider film production photographer, Toby Burrows, and Kitchen Creative, and Cricket Australia collaborated to deliver the creative.
Teresa Basile, head of brand & marketing at Cricket Australia, said more than 90% of players start playing cricket by the age of 12, so playing cricket early is critical for the future involvement of the game.
“This campaign is a high energy, vibrant celebration of kids and the unforgettable moments of joy they experience playing cricket with friends and family. We hope it can inspire the next generation of Woolworths Cricket Blasters," she said.
