T20 by Futurebrand for Cricket Australia

T20

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Executive Creative Director Ken Shadbolt
Released September 2011

Credits & Description

Category: Consumer Services
Advertiser: CRICKET AUSTRALIA
Product/Service: SPORTS ENTERTAINMENT
Agency: FUTUREBRAND
Design Director: Sally Anderson (Futurebrand)
Executive Creative Director: Ken Shadbolt (Futurebrand)
General Manager: Cliff Nichols (Futurebrand)
Digital Designer: Daniel Paronetto (Futurebrand)
Senior Digital Artist: Andrew Fowler-Brown (Futurebrand)
Senior Designer: Steve Sayers (Futurebrand)
Senior Designer: James Hewitt (Futurebrand)
Media placement: Brand Identity - TV Commercials & Live Sports Broadcasts, Posters, Sportswear & Apparel - Nationally Across Australia - Q1 2011
Media placement: Team Kits (Identity) - Across Participating Teams - Nationally Across Australia - Q3 2011
Media placement: Campaign Posters - Nationally Across Australia - Q2 2011
Media placement: IPad App - IPad - Q3 2011

Describe the brief from the client
Australian Cricket was facing a huge challenge and needed to re-engage a lost generation of younger cricket fans and families, as both game attendances and TV audiences were failing to grow.

This was partially due the sport of cricket being perceived as a comparatively boring and traditional game, at odds with the intensity and immediacy sought by a younger generation of fans.

The strategy was centred around the reinvention of the state-based T20 format to specifically target a younger audience through the introduction of new league, with new teams and new players, all expressed through an unexpected raw, urban attitude.

Describe the challenges and key objectives
There was a need to challenge the visual paradigm of cricket and thereby appeal to a younger generation of fans to reconsider cricket as one of their preferred entertainment options.

Every aspect of our creative approach was designed to convey a heightened sense of dynamism, intensity and immediacy that would deliberately polarise audiences – even at the expense of the alienating older traditionalists.

The desired outcomes included projected increases in broadcast reach, game attendance and commercial revenue with a significant contribution from the targeted younger generation of fans and their families.

Describe how you arrived at the final design

From the split shield symbol to the gritty concrete textures, each element of our creative approach was designed to express the antithesis of traditional cricket thereby prompting renewed interest from the disenfranchised younger generation.

The new identity and design informed a huge array of social media and advertising applications that collectively challenged preconceptions of cricket, built strong anticipation and awareness of the new league, and ultimately provoked passionate debate about the new teams and players.

Give some indication of how successful the outcome was in the market
• The results from the first season show a dramatic increase in both broadcast reach (80% increase compared to previous season) and game attendance (58% above KPI with 49% attending a T20 game for the first time) predominantly from the targeted younger audience
• The media value of the T20 Big Bash has increased significantly (730% compared to the previous season)
• Over 30% of kids interested in cricket now describe themselves as fanatical about the T20 format compared to the previous season
• These results have contributed to T20 Big Bash becoming the runaway success of the 2011/2012 Australian summer