Cricket Australia sponsors Commonwealth Bank (CommBank) have launched an integrated campaign celebrating women in cricket with a reinterpretation of the nation’s classic song ‘C’mon Aussie, C’mon’.
The campaign, which was conceived and created by agency GHO Sydney, highlights female players from the past, present and future of the sport to promote the ICC Women’s T20 World Cup which will be played in Australia during summer 2020.
The objective is to encourage all Australians to show their support for the team.
The campaign will run across TV, out of home, radio, digital and action-related social content
Join us in supporting our Team at the ICC Women’s T20 World Cup in 2020. pic.twitter.com/39AX1thsQd
— CommBank (@CommBank) December 28, 2019
— CommBank (@CommBank) February 24, 2020
and is spearheaded by a hero, 60-second spot which features the current Australian women’s side, plus four cricketing greats from the past – Betty Wilson, Raelee Thompson, Belinda Clark, and Lisa Sthalekar – as well as up-and-coming cricketer Gunisha Garg (which links to CommBank’s ongoing commitment to nurturing the next generation of female players).
C’mon Aussie C'mon
— CommBank (@CommBank) December 26, 2019
A further activation strand launched on 24 February saw a full-length version of the reworked track released on music streaming services with proceeds going to the McGrath Foundation – an official local charity partner of the ICC T20 World Cup 2020.
Australian all-rounder and CommBank Cricket Ambassador, Ellyse Perry, said: “This is such a legendary song and to think that it’s now been reworked to reflect the Australian Women’s Cricket Team and other historic trailblazers of the women’s game is humbling. What a way to celebrate women in cricket and inspire more young girls out there to get involved in one of Australia’s most iconic sports.”
Monique Macleod, Chief Marketing Officer at CBA added: “We’ve been working with Cricket Australia to grow the women’s game for more than 20 years and it’s incredibly exciting to see how far the sport has come. Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team, and we’re so proud to be able to bring this iconic Aussie anthem back for them.”
While GHO Sydney Managing Director Eithne McSwiney said: “Some people call ‘C’mon Aussie, C’mon’ Australia’s second national anthem. Understanding the impact it had on the men’s game forty years ago, it struck us that singing it for the women’s team was long overdue. It’s their time, and we want to fill all the stadiums during the T20 World Cup to support them. We couldn’t be prouder of the campaign, and we’re looking forward to seeing the impact it will have.”
“It’s an honour for the McGrath Foundation to be involved in this new version of such an iconic Australian sporting anthem,” commented McGrath Foundation CEO Holly Masters.
“We have a long association with cricket and are proud to be the local Charity Partner of the ICC T20 World Cup Tournament, helping us to support individuals and their families experiencing breast cancer.”
The TVC spots were helmed by Aimee-Lee Curran and edited by Gaby Muir, with DOP Emilio Abbonizio, plus creative and production by GHO Sydney where the agency team included Managing Director Eithne McSwiney, Creative Director, Strategy Director and Copywriter Hamish Stewart, Creative Director Simon Cox, Creative Group Heads Jason Joe and Clement Lam, Business Director Georgia McLean, Account Manager Cara Kitchen, Social Strategy Director Simon English, Content Director Michael Hearle, Designers Rob Gorris and Eileen Bartolo, Digital Designers Jonathan Kwok, Photographer Chris Warnes, BTS Director Saeed Sourati, with Executive Producer Jo McNulty-Clarke, Line Producer Sandy Madden and Production Coordinator Gus Kennelly
Others who worked on the campaign included Compositor David Johns, Sound Studio Song Zu, Music Arranger Song Zu, Music Director Ramesh Sathiah, Music Producer Nathan Cavaleri, Sound Designer Simon Kane, Audio Producer Meg Drummond, Chief Marketing Officer Monique Macleod, plus Executive Manager, Integrated Brand Communications Tamisine Heath, Senior Marketing Manager Adam Levee, Marketing Managers Emma Squires-McCarthy and Marie Papas.
Activating its wider Cricket Australia partnership, CommBank is simultaneously running ‘The CommBank Baggy Green Tour’ which is raising money for bushfire impacted communities across Australia.
Last week, we were honoured to bring our Baggy Green Tour to Batemans Bay, where over 150 locals had the chance to get up close with Shane Warne's Baggy Green. This week our tour, which supports bushfire impacted communities, rolls on to SA and WA. https://t.co/cviVFy8R8L pic.twitter.com/Ire1di5WTG
— CommBank (@CommBank) February 25, 2020
— CommBank (@CommBank) February 8, 2020
The creative approach reimagines the Mojo Advertising 1978 classic with the original voice of composer and agency co-founder Allan ‘Jo’ Johnston,
Allan Johnston said: “I never imagined that a song we wrote all those years ago would still be going strong. But it’s great to see it being reinterpreted for the women’s team. I know Mo [Alan Morris] would have been just as proud.” Morris died in 2007.
The campaign builds on previous CommBank work supporting Australian women’s cricket including 2017’s ‘Levelling The Playing Field’ (see case study) and 2017’s Q&A led Women’s World Cup work (see case study).