Two Cultures Combined

New Zealand and India, two cricket nations coming together for the first season of a five year vision. The objective was to go beyond simply driving ticket sales, to establish a new folklore in New Zealand cricket history beyond our traditional rivalries — to create something special that captures people’s imaginations, ensuring the stands are full of cheering fans, laying the foundations for seasons to come.

Client:
New Zealand Cricket

Sector:
Sports, Entertainment

Project Details Hide

Our Insight

Despite differences in our cultures, Cricket is a common thread in both the Indian and New Zealand ways of life.

Just as Cricket is a staple of the New Zealand summertime, it has also been fully absorbed into the exotic, vibrant and colourful culture of India. The energy of the Indian fanbase is something to be witnessed, with a passion like no other.

Our Approach

Rather than focus on sporting rivalries and differences, we chose to celebrate the experience of two passionate cricketing nations coming together under the headline: Two Cultures Combined.

We reimagined our brand toolkit with a bold cut and paste collage treatment to create a vibrant, flexible system. We captured energy and vibrancy through passionate player and fan imagery alike, as well as mashups of Indian and New Zealand culture, creating some unexpected combinations along the way.

Communications

A combination of outdoor, print, social and a dynamic creative digital campaign captured the attention of fans across all channels. The cut and paste treatment provided a consistent look and feel, whether rich in texture in print or animated for screens.

Experience

The expression also crossed over as a consistent event experience bringing bold colour and energy to all touchpoints, from big screen graphics to in-stadia venue dressing.

"This campaign took a new approach, combining two cricket-loving nations and expressing their different cultures in a vibrant and unique way which went beyond Cricket, to generate excitement and passion."
Stacey Geraghty — NZC

Results

In its inaugural year, the India Tour campaign attracted passionate fans and sold out venues. A capacity crowd at Eden Park saw 36,000 fans experience the excitement, coming together to rally behind their teams. The BLACKCAPS and WHITE FERNS social accounts recieved 36.5m impressions, engaging fans from India and New Zealand alike.

The campaign was a huge success and has provided the groundwork for future tours.

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