Cricket Australia Design & Branding TWENTY20 CRICKET by Futurebrand

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Industry Clothing, Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Creative Director Ken Shadbolt
Designer Danile Paronetto
Released January 2011

Credits & Description

Category: Consumer Services
Product/Service: SPORT
Date of First Appearance: Jan 12 2011
Creative Director: Ken Shadbolt (FutureBrand)
Design Director: Sally Anderson (FutureBrand)
Designer: Danile Paronetto (FutureBrand)
Client Business Manager: Lauren Godinagh (FutureBrand)
Audio Director: Davide Carbone (s:amplify)
Media placement: Teaser movie - Cricket Stadiums and online - 12th January 2011

Describe the brief from the client
To create a short teaser movie targeting teenage cricket fans to ‘softly’ launch the transformed domestic T20 competition in Australia.

Describe the challenges and key objectives
The key objective was to excite and intrigue teenage fans about the transformation of the new domestic T20 league that will include new players, new teams, and a whole new league. The challenge was to do this in the absence of any real footage depicting any aspect of the new competition, as it was still 12 months from launch.

Describe how you arrived at the final design
The final look of the movie was based on bringing to life the new T20 visual identity to convey an attitude of ‘raw, urban rivalry’. All aspects of the movie design; the disconcerting animation, grungy sound design, distressed textures and erratic camera moves, were deliberately used to position this new league as the antithesis of traditional test cricket.

Give some indication of how successful the outcome was in the market
The movie was shown to packed cricket stadiums of enthusiastic fans all around Australia throughout the summer. The high level of intrigue and interest created amongst young fans is apparent through both mainstream and social media channels.