Cricket is in Season
Woolies were looking to launch their annual Cricket Australia partnership. As the Fresh Food People, they unite fans and food from the backyard, to the beach, all the way to the SCG.
So, what unites aussies better than a barbie and cricket in the park.
This summer, we're treating cricket like the season's best produce. It’s ripe, ready, and made for sharing; because when summer hits, cricket is in season.
Through this lens, I bridged one of the most iconic symbols of national cricket pride with an equally iconic Woolies icon. The green baggy that shoppers keep and reuse for their shopping escapades, is synonymous with the Baggy Green Cap players wear throughout their Test careers.
It’s one of those stupidly simple ideas that holds paradigm in aussie culture, especially for die-hard cricket fans.
Adelaide based photographer Morgan Sette shot a suite of images for Woolies to use across the campaign. I worked alongside Morgan in her studio, to capture the warmth and confidence of our legendary talent; Alana King and Alex Carey. Let’s just say things got a little fruity.
Additionally we captured content for Woolies’ Cricket Blast kids program including, Alex’s son which added some wholesome chemistry to the mix. The narrative between Alex and his son became the face for press, in-store and OOH.
The cherry on top came from a conversation with the client. “A live score update would be pretty nice to have while you shop, aye?” They agreed. So we created “fresh score updates” streaming live Ashes scores across the nation, so fans never missed a minute of cricket.
My goal was to push how dynamic we could make these in-store and OOH screens feel, so the scores needed to update in real-time. We also had Alex’s pose change whether the Australia team was batting or bowling. We even included a scrolling banner to break down the scores for cricket plebs - such as myself.
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