Our brief was to produce a video that presented the main points of Cricket Australia’s four-year targets. We wanted to do more.
We thought this project had true potential to engage through narrative, so we worked with the sporting body to tell the story of a young man: a passionate fan who dreams of becoming a cricketer on the world stage.
As the protagonist grows up, he suffers as a result of the hardships the game faces. We introduce Cricket Australia’s strategy, detailing its key components.
Once this brilliant plan comes into action, issues with regard to the sport’s participation, viewership and sponsorship melt away - and our hero benefits.
He eventually dons the baggy green hat, as Australia’s test captain!