Cricket Australia Imagines the Fun for Launch of Woolworths Cricket Blast


Cricket Australia




Kitchen Creative

Cricket Australia is re-launching an enhanced Woolworths Cricket Blast program, a campaign described as “a fast-paced and full of fun program that is essentially structured backyard cricket – but better!”

Apparent worked with Cricket Australia to develop a new strategic position and creative platform; focused on the unforgettable moments of bonding and joy that every child experiences at Woolworths Cricket Blast.

With the aim of engaging both parents and kids, the creative development was driven from two insights. “Somewhere between childhood and adulthood, imagination falls away. Harnessing the power of imagination is every child’s superpower, and re-discovering it is every adult’s dream,” said Jackson Long, Creative Director at Apparent. “Asking audiences to “Imagine the Fun” encourages audiences to consider the mental, physical and social benefits of cricket.”


A national media campaign has been launched following the conclusion of a thrilling Ashes series, so cricket will remain at the forefront of Australians’ minds during the Woolworths Cricket Blast enrolment period.

The “Imagine the Fun” campaign includes a hero 30-second TVC in addition to digital, OOH, radio, and social to drive awareness and entice parents with kids to join their local Woolworths Cricket Blast program.

The TVC follows children’s imaginative journey from an impromptu backyard cricket game to the warm and welcoming environment of the Woolworths Cricket Blast program. Apparent, Director Rob Stanton-Cook and Collider film production, photographer Toby Burrows and Kitchen Creative, and Cricket Australia collaborated to deliver the creative.


“More than 90% of players start playing cricket by the age of 12, so playing cricket early is critical for the future involvement of the game,” said Teresa Basile, Head of Brand & Marketing, Cricket Australia.

“This campaign is a high energy, vibrant celebration of kids and the unforgettable moments of joy they experience playing cricket with friends and family. We hope it can inspire the next generation of Woolworths Cricket Blasters.”


Cricket Australia
Head of Brand & Marketing: Teresa Basile
Senior Marketing Manager, Participation & International: David Hutchinson
Marketing Lead, Participation: Caitlin Tuttle
Marketing Coordinator, Participation & International: Emily Beaumont
Senior Growth Programs Manager: Samantha Krajina
Senior Manager Strategic Projects: Jon Stimpson

Executive Creative Director: Michelle Turchini
Creative Director: Jackson Long
Design Director: Jen Mellander
Copywriter: Jessie Staszkiewicz
Junior Art Director: Adrian Mok
Designer: Liam Burn
Business Director: Hayden Mead
Senior Account Director: Suzie Cotterill
Senior Account Manager: Lily O’Connell
Executive Producer: Tanya Tankiang
Senior Integrated Producer: Kesha Robertson

Managing Director: Rachael Ford-Davies
Director: Rob Stanton-Cook
Executive Producer: Annie Schutt

Kitchen Creative
Photographer: Toby Burrows
Producer: Manuela Leigh

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