The Seven Network and Emotive, with the new BBL13 season just around the corner, have torn up tradition with the launch of ‘It’s Just Not Cricket’ out-of-home campaign.
Created in collaboration with artist Kris Andrew Small, the series of anarchic posters boldly celebrates all of the anti-establishment aspects of the T20 game that cricket purists bemoan but families, young fans and bucket heads all flock to watch.
Larissa Ozard, director marketing - brand, product and trade at Seven, said as a competition, the BBL is unashamedly big, bold and colourful.
"Really leaning into the ‘It’s Just Not Cricket’ mentality to promote our live and free coverage, we wanted to show how the fun and spectacle that surrounds every match is what makes it so entertaining to watch," she said.
Darren Wright, group creative director at Emotive, said from the promo launch back in August to working on these fairly bonkers posters with Small, the agency has consistently said that flame throwers make everything better.
"It’s that kind of attitude that we’ve applied to creating ads about cricket that I’m very pleased to say look nothing like ads about cricket," he said.
The campaign is now live across key cities with coverage of the BBL13 season kicking off on December 7, live and free on Seven.
Credits:
Client: Seven Network
Chief Marketing and Audience Officer: Melissa Hopkins
Director Marketing - Brand, Product and Trade: Larissa Ozard
Head of Brand and Product Marketing: Marni Crutchley
Marketing Manager, News and Sport: Tim Dwyer
Marketing Executive, News and Sport: Michela Toose
Creative Agency: Emotive
CEO/Founder: Simon Joyce
Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Director: James Pash
Senior Art Director: Tessa Chong
Head of Design: Daniel Mortensen
Strategy Director: Gerad Petherbridge
Senior Integrated Producer: Sophia Del
Business Director: Pia McMorran
Production Credits:
Artist: Kris Andrew Small
Media Agency:
iProspect
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