WHAT WE’RE MADE OF
Amidst the hurdles posed by Covid restrictions, I played a pivotal role in the successful launch of Cricket Australia's groundbreaking brand platform, "What We’re Made Of."
In this capacity, I managed the production of a suite of compelling static creatives and videos tailor-made for broadcast and digital distribution.
The campaign delved deep into the essence of cricket, portraying it as much more than just a game. It became a platform to showcase the embodiment of character, resilience, determination, and joy, not only at an individual level but also as a collective nation. The campaign's resounding message was that cricket is woven into the very fabric of our identity.
Given the challenging circumstances brought about by Covid, this project demanded unwavering perseverance, and I remained undeterred, and through creativity and tenacity, I was able to craft captivating stories that resonated deeply with people. The campaign struck a powerful emotional chord by connecting individuals to the cherished values we hold dear and fostering a profound sense of belonging within teams and the nation.
Ultimately, "What We’re Made Of" triumphed as a celebration of cricket's intrinsic significance in our lives, even during the most trying times, and solidified its place as an enduring symbol of unity and strength.
HIGHLIGHTS
Over 10 million impressions of campaign-related content on digital channels
Helped top contribute to cricket being the number one watched sport in Australia during the campaign period
Cricket brand health became the second highest on record.
Video programmatic reach of over 70%
High participation rates
400% increase in audience growth for women’s cricket
Sold out matches for the 20/21 season
