You Need To See It: Australia Celebrates the Spirit of International Cricket
Cricket Australia has unveiled a new brand platform, developed in collaboration with Special, to celebrate the excitement of international cricket in the upcoming summer. The platform, titled You Need To See It, extends an open invitation to fans and newcomers alike to experience the thrilling, culturally rich, and inspiring nature of cricket.
The campaign taps into the diverse ways people view cricket. Some see nearly 150 years of epic rivalries, others focus on record-breaking moments, superstitions, camaraderie, or even a chance for revenge. Some view it with a clear, focused perspective, while others may have a biased or uncertain view. And some haven’t experienced it at all.
Using the Hunters & Collectors hit “Do You See What I See?”, the campaign underscores the central role of international cricket in Australia’s cultural landscape. It captures the unmatched excitement of iconic battles and historic rivalries that span generations, continents, and cultures. The campaign brings these different perspectives together in a powerful rallying cry, setting the stage for an unforgettable cricket season filled with passion and drama.
Directed by Dave Ma at FINCH, the 60-second TV commercial offers a first-person glimpse into the diverse ways people experience the game. For static channels, Special collaborated with photographer Tobias Rowles to showcase the stars of both the men’s and women’s teams from a fresh perspective, capturing the raw emotion of the sport.
The campaign launched nationwide with a high-impact brand phase, featuring 60-second spots during the AFL and NRL grand finals, as well as prominent outdoor placements. It will continue to evolve throughout the summer with bespoke 360-degree integrated campaigns for the Pakistan ODI and T20 series, the India Test series, and the Women’s Ashes.
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