Ahead of the 2021/22 Ashes series against England, broadcaster Foxtel sought to rally Australian cricket fans to relive some of their favourite memories and crown the greatest cricket moment of all-time in a new integrated campaign called ‘A Ton Of Cricket’.
Run via a media partnership with NewsCorp, the ‘FOXTEL Presents A Ton of Cricket’ campaign was created by socially-led creative agency We Are Social promotes FOXTEL’s summer of cricket coverage – which spans 1,300 hours of matchplay coverage – spearheaded by the Ashes – and with some select matches broadcast in 4K UHD.
Fronted by legendary Australian fast bowler Brett Lee, the work aims to take Australians on a cricketing journey down memory lane: reminiscing about and reviving the best balls, wickets, innings and players of all time.
Lee joined a team of FOX cricket analysts, commentators and experts to shortlist the 100 greatest moments in Australian cricket which were then showcased via a four-page feature lift-out in a set of NewsCorp press titles (The Daily Telegraph, Herald Sun, The Courier-Mail and the Adelaide Advertiser) and hosted online as well as celebrated on-air on Fox Sports.
The campaign was spearheaded by a hero video that sees Brett sharing some of his favourite memories as well as a call to arms for all cricket fans to participate in the online voting.
The hero spot spans TV and social and is integrated into FOX cricket’s broadcasts on FOXTEL. The campaign also ruins across radio and digital editorial, NewsCorp editorial, influencer-led activity and social-first videos.
A second stage of the initiative then invited fans to vote for their favourite on the Daily Telegraph’s website with the final phase seeing Lee announce the winning moment during the Boxing Day Test coverage on FOXTEL on 26 December.
“Cricket is a much-loved Australian sport and fans have been eagerly awaiting The Ashes all year. We wanted to celebrate some of the greatest and most unforgettable moments in history and galvanise fans right across the nation to take their pick,” explained Foxtel Group Director Of Content And Communications Jacqui Abbott. “There was no one better than Brett and the incredible Fox Cricket team to come up with the list of the Top 100 and we can’t wait to see what Australia gets behind. With every Ashes test in incredible 4K UHD on FOXTEL, there is no better place to watch even more history being made on our screens this Summer.”
We Are Social Australia CEO Suzie Shaw added: “Cricket is Australia’s national sport and there’s no greater tournament than The Ashes. We’ve really loved working with the teams at FOXTEL and News Corp, on a campaign that should strike up a lively conversation about our nation’s greatest cricketing moments. It’s going to be a brilliant primer to the brilliant coverage.”
The campaign was created for Foxtel’s Director of Content & Communications Jacqui Abbott, Head of Sports Communications Matt Hagias, Head of Social Michael Bramley and Senior Communications Manager Christine Yangoyan by We Are Social.
The agency team was led by Editorial Director Sarah Macrae, Senior Designer Kevin Barker, Group Account Director Ben Mayor and Senior Account Manager Amber-Jane McCormick, with Executive Producer Monique Pardavi, DOP Monique Bryson, Camera Assistant Justin Fok, Gaffer Craig Sykes, Sound Nathan Bell, Styling Ivana Daniele and Hair & Makeup Artsist Nicola Burford.