Seven Network and Emotive introduce their "anti-establishment" OOH campaign for BBL13 season
Larissa Ozzard: "The BBL is unashamedly big, bold, and colourful."
Seven Network and creative agency Emotive have unveiled their "It's Just Not Cricket" out-of-home campaign ahead of the KFC BBL13 (Big Bash League) season, challenging traditional cricket advertising, and spotlighting the "fun and spectacle" of the matches.
Created in collaboration with artist Kris Andrew Small, the campaign comprises a series of posters celebrating the T20 game's anti-establishment elements. Neon kits, broken bats, and flame throwers prominently feature, capturing the essence of the Big Bash League, appealing to families, young fans, and the distinctive "bucket heads."
Seven Network & Emotive BBL13 - Circus Hits & Neon Kits
Larissa Ozard, director of marketing - brand, product, and trade at Seven, emphasised the unapologetically vibrant nature of the BBL, stating, “As a competition, the BBL is unashamedly big, bold, and colourful.
"Really leaning into the ‘It’s Just Not Cricket’ mentality to promote our live and free coverage, we wanted to show how the fun and spectacle that surrounds every match is what makes it so entertaining to watch.”
Darren Wright, group creative Director at Emotive, added his perspective on the campaign, stating, “From the promo launch back in August to working on these fairly bonkers posters with Kris, we’ve consistently said that flame throwers make everything better.
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"It’s that kind of attitude that we’ve applied to creating ads about cricket that I’m very pleased to say look nothing like ads about cricket.”
Seven Network & Emotive BBL13 - Circus Hits & Neon Kits
In August this year it was announced that Seven had appointed Emotive to work with its in-house marketing and creative teams.
Melissa Hopkins, chief marketing and audience officer of Seven, commented: “I’ve known Simon and the Emotive team for years and I’m very excited to tap their expertise and talent to help reset the Seven brand, in partnership with our great marketing and creative people.”
The "It's Just Not Cricket" campaign is currently live across key cities, paving the way for the BBL13 season starting on December 7. Cricket enthusiasts can catch all the action live and free on Seven.
