Cricket Australia Items/news/2012/12/14/summers-biggest-dress-up-party-campaign

Summer’s biggest “dress-up” party campaign

UPDATED 04 January, 2013 3:15PM AEST | by Cricket Australia

GPY&R and Cricket Australia have created an exciting new advertising campaign for the Commonwealth Bank Series, called Summer’s Biggest “Dress-up” Party.

The campaign captures the notion that the Commonwealth Bank Series is like one big summer house party, only it’s at our place – the sporting stadiums of Australia.

The TV commercial created by GPY&R perfectly captures the energy and excitement of this series, featuring a pumping house party at a suburban home, filled with people wearing colourful costumes from all walks of life and a world-class game in the backyard.

This summer, on top of spectacular cricket, the ODIs for the first time will feature appearances from Grammy award-winning Basement Jaxx plus Sneaky Sound System, Zoe Badwi and Sarah De Bono.

The game provides the perfect backdrop for a summer party in a festival atmosphere with thousands of fans dressed in outrageous costumes and DJ’s playing party tunes.  

“The fans told us that the Commonwealth Bank Series is as much about what happens in the crowd as on the pitch. Over recent seasons we have seen some incredible dress ups and the event is becoming more and more social. This season we have dialed it up considerably with global acts such as Basement Jaxx, huge prizes and lots of great entertainment in and around the venues. The new campaign captures this nicely,” said Julian Dunne, Senior Manager - Marketing for Cricket Australia.

“The new campaign confidently positions the Commonwealth Bank Series as a fantastic way to spend a glorious summer’s day with friends. We are delighted with how it’s all come together and feel certain that it will help drive strong results for Cricket Australia,” added Mat Cummings, Group Account Director at GPY&R.

In 2013, the Commonwealth Bank Series hosts two of world cricket's most competitive and entertaining teams, Sri Lanka and the West Indies, with each team playing a five-match series against the Aussies. There will be plenty of big names on show with the likes of Sangakkara, Dilshan, Malinga, Gayle, Bravo, Pollard and Aussies Clarke, Warner and Hussey out to entertain.

With the Commonwealth Bank series set to launch on 11 January 2013, this multi-channel campaign will be supported by TV, outdoor, radio, social and print, with print using a combination of treated photographic and illustration elements to capture the summer house party atmosphere of the series.

The opinions expressed here are the views of the writer and do not necessarily reflect the views and opinions of Cricket Australia

First Posted 14 December, 2012 1:22PM AEST

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