Cricket Australia launches new campaign for One Day International Series via GPY&R Melbourne
Cricket Australia has launched its new ‘Party at our Place’ campaign for One Day International Series via GPY&R Melbourne.
The lead spot captures the excitement, passion and fun of the event. To bring it to life the agency and Photoplay’s Husein Alicajic created a metaphorical place blending ODI cricket match atmosphere and a pumping house party, all to the sound track of the summer anthem “I love it” by Swedish band Icona Pop.
Executive Creative Director: Ben Coulson
Art Director: Connor Beaver
Copywriter: Aaron Pepper
Group Account Director: Mathew Cummings
Account Director: Nick Robinson
Account Manager: Jenna Stafford
Agency Producer: Jess Thompson/Sheridan Bott
Director: Husein Alicajic
Producer: Florence Tourbier
Production Company: Photoplay
Post Production: Method Studios
Sound House: RISK Sound
Music: Karl Richter, Level Two
Client: Julian Dunne, Panayiota Samartzis
16 Comments
Like it. what a killer track, gotta love the swedes.
Makes ODI look pretty good – I wonder whether it will deliver on the promise.
I like it, but it is average, bad opening composition, gets to night very quick, grass is a little bizarre……
Binga!
This is not a criticism of the ad – just an observation – but if I carried on like the people in the ad at the actual game I’d get kicked out. Guaranteed.
@L: carrying on… like jumping up and down, cheering and waving a flag? I saw no violence, swearing, nudity or anything else that would get you kicked out in the ad.. what are you talking about?
M – having fun. That was my point.
M – having fun. That was my point.
Like it. Like it a lot.
Got Captain Robinson’s fingerprints all over it!
One Day cricket will be dead in 5 years.
this campaign is a perfect example of why ODI’s are on the endangered list.
Imagine having to sell an international sporting event, featuring your national team, as one big dress-up party. Proof, if ever you needed it, that the game itself holds very little relevance any more.
This will get the crowds in this summer, but the message further reinforces people’s belief that the game itself, the results, the contest, doesn’t matter at all.
A tactical win that will only serve to hasten the demise of this form of the game.
I wouldn’t call it seamless composting, the big tracks gets your mind off the lack of comping skills.
Love it
Very nice indeed!
What’s there to love? Contrived. Not cool.