Cricket Australia, in collaboration with independent creative agency Special, has launched a captivating new brand platform, ‘You Need To See It,’ aimed at celebrating the excitement and cultural significance of international cricket. This platform sets the tone for the upcoming summer season, inviting both cricket enthusiasts and new fans to experience the game’s strategic depth, cultural resonance, and emotional intensity.
A New Perspective on Cricket’s Enduring Legacy
The ‘You Need To See It’ campaign captures the unique perspectives through which fans engage with the sport. Whether you view cricket as a game of almost 150 years of rivalries, a chance to witness record-breaking moments, or as a cultural tradition, the campaign emphasizes that every fan sees cricket through their own personal lens. Some may perceive it with a sense of superstition and camaraderie, while others may see it with fresh eyes, perhaps for the first time.
Cricket Australia’s Head of Brand & Marketing, Teresa Basile, shares her thoughts: “Cricket has long provided the sights and sounds of the Australian summer, and we wanted a campaign that ensures our game continues to dominate the seasonal conversation. This distinctive campaign showcases all the emotions and perspectives of international cricket, encouraging new fans to experience the excitement for the first time while inspiring cricket diehards to support Australia again this summer.”
An Iconic Soundtrack For A Beloved Sport
With the Hunters & Collectors’ hit, “Do You See What I See?” as the campaign’s anthem, the stirring sound of this Australian classic provides the perfect backdrop to a 60-second TVC that immerses viewers in the game. Shot by director Dave Ma at FINCH, the film takes viewers on a first-person journey across the three cricket formats—Test, ODI, and T20—highlighting both the fans’ and players’ passion for the sport. The result is a vibrant tapestry of moments that reflect the excitement of live cricket, set against an iconic soundtrack that amplifies the emotion of each scene.
A First Collaboration Between Cricket Australia and Special
This is the first major collaboration between Cricket Australia and Special since the agency’s appointment in May 2024. The campaign was launched during high-profile events such as the AFL and NRL Grand Finals, with impactful TV and OOH placements.
Bec Stambanis, Partner/CSO at Special, highlights the importance of international cricket to Australian culture:
“International cricket holds a very special place in Australian culture. It truly is unmatched in its iconic battles and long-standing rivalries that have played out over cultures, continents, and generations. We are thrilled to bring all those different perspectives together in a new rallying cry that shows the passion and drama that will unfold in an unforgettable season of cricket.”
Celebrating Heroes Through Fresh Lenses
To capture the essence of cricket heroes from both the men’s and women’s teams, Special worked with renowned photographer Tobias Rowles to produce a suite of images that portray the raw emotion of the game. By providing a fresh angle on the experience of live cricket, these visuals showcase the exhilarating atmosphere of a live match, drawing in both die-hard cricket fans and those simply seeking an exciting sporting event.
Creative Directors Adam Ferrie and Peter Cvetkovski explain the inspiration behind the visuals: “We’re used to seeing cricket from the broadcast perspective, but there’s nothing quite like experiencing it live in the stadium. We wanted to capture all the different perspectives that show just how great the experience really is—not just for cricket fans, but for anyone looking for an exciting live event.”
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A Summer Full of Cricketing Spectacles
The campaign will evolve throughout the international cricket season, with integrated campaigns highlighting key fixtures such as the Pakistan ODI and T20 series, the India Test series, and the Women’s Ashes. With a bespoke 360 approach, cricket fans are sure to be immersed in the drama and excitement of the season.
Cricket Australia’s new platform, ‘You Need To See It,’ promises a thrilling summer for all cricket lovers, showcasing the multi-faceted allure of the game. As cricket continues to hold a significant place in Australian summer traditions, this campaign serves as both a reminder and an invitation to experience the sport in all its glory.
About Cricket Australia
Cricket Australia is the national governing body for cricket in Australia. It organizes and promotes all levels of cricket throughout the country, including international fixtures, domestic leagues, and grassroots initiatives. Through its campaigns and partnerships, Cricket Australia fosters the love of cricket, engages diverse audiences, and strengthens cricket’s role in Australian culture.
