ICC Cricket World Cup

Let’s Show Them

In 2022, New Zealand will host the ICC Women’s World Cup for the third time, and the 12th instalment overall. This is the pinnacle of women’s cricket globally and the best cricketers in the world will go head-to-head in six cities across New Zealand.

ICC’s goal for this campaign was to connect, entertain and inspire the world by showing them the energy, atmosphere and powerful performance that will play out during the tournament through an effective TVC that tied in with their overall campaign. The objectives were to drive ticket sales and attendance.

Challenge

The challenge we faced was portraying a passionate and culturally appropriate representation of New Zealand and our heritage. This needed to be an exciting and entertaining story told through the TVC, harnessing the power of our communities to amplify change in women’s cricket.

Insight

“Let’s Show Them” has a powerful double meaning and we thought it should shine through the TVC. It’s a powerful statement about the strength and spirit in progressive sportswoman and a bold demonstration of how far the game has come. Our target audience was motivated to support the Women’s Cricket World Cup but to gain the interest and engagement from them, we needed to involve them. They needed to see and feel the atmosphere to create the drive to be involved.

Execution

To show our target audience what it’s all about, we created a story that the viewer would feel a part of – an energised display of what it means to our most loyal fans and our dedicated athletes. The story came to life through 60 second, 30 second and 15 second TVCs along with behind the scenes photography.

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Concoction Bolt