Sports agency Blood UTD has released their first campaign for Cricket Australia following their successful pitch to win the Women’s Elite program business back in June.
The #WATCHME campaign challenges the status quo on gender and sport, encapsulating the struggle that the product is somehow not as good as the men’s game, that the level of competition and the skills are not as intense, and that the results don’t matter as much.
In response to this, #WATCHME addresses this subtle gender bias, it’s an answer to doubt, allowing the women to prove to the world that they have what it takes; You don’t think I can do this? Watch me.
Client Partner at Blood UTD, Grant Oorloff said: “We needed an idea that is bold and powerful, an idea that is joyfully defiant and presents the sport in a vital and compelling manner, an idea that brings pride to not only our players but every girl or woman out there who thought about picking up a bat.
ECD at Blood UTD, David Smith said: “We are on the cusp of greatness in women’s cricket. Finally, a light is being shone on the almighty skills of the women’s national team and Finally, we are seeing all of their hard work paying off.
“It is a wonderful time to be involved in the sport,” Smith said.
The campaign will also feature a range of player-lead social videos, radio, outdoor, digital and social, including the new brand platform which will also be utilised in upcoming work on the WBBL, and at the grassroots level to drive participation of the sport.
The fully-integrated campaign that features a 60-second launch film will be released next week.
The upcoming T20 series against New Zealand starts on Saturday, September 29. Purchase your tickets from www.cricket.com.au/tickets
Client: Cricket Australia
Marketing Manager: Catherine Andruchowycz
Agency: Blood UTD
Executive Creative Director: David Smith
Client Partner: Grant Oorloff
Account Executive: Jacob de Keijzer
Design: Thom Davy
Production: Blood UTD
Executive Producer: Luke Coulson
Director: Bill Irving
DOP: Kieren Fowler
1st AD: Cameron Mellor
Photographer: Aleksandar Jason
Post-Production: Trace House
Editor: Chris Brown