2. THE BRIEF
MEET
THE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
SARAH AVRAM
Art Director/ Graphic Designer
JUNO FORSTER
Accounts / Copy-Writer
NICOLE LOYSON
Art Director/ Illustrator
TEAM
MEET THE
3. THE BRIEF
THE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
The Problem
The Pom’s are coming to play cricket this summer and are playing us in every format. Some may say they’re better than us, and that hurts.There is a
national identity that is on the line and we need to give Australian’s a point of passion.We’ve lost our swagger and we want it back.
TARGET AUDIENCE
All Australians - when England are here, the rivalry is everywhere and unavoidable.The passives become passionates, those who don’t care suddenly
start to.
WHY IS IT RELEVANT?
Cricket against the English is more than a sport, it is a symbol of our national sense, our pride, and our identity.We are the underdogs who have a clear
focus in front of us which rattles our chains and stirs the fight in us.
WHAT’S THERE TO OFFER?
This summer we have one foe, one focus, one job to do, and that is to take the English down!They’re going to be here for a long time, which allows us to
have planty of chances to get behind the Green and Gold.
THE BRIEF
4. THE BRIEFTHE TEAM
THE
CHALLENGE
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CHALLENGE
So how can we make Australians feel like their team is stronger, better and going to be able to smash the poms out of the water this year?
Simple, we let Australia know that their team is Australian and Proud! How do we separate ourselves in terms of a cricket team.
How do we show we are different to the poms?
Our lingo!We are a rather unique bunch, dropping letters, adding O’s andY’s, referring to animals, creating unique verbs and adjectives, ab
breviating and elongating.
Finally, how are we going to reach our audience and how are we going to get them motivated enough to buy tickets and join the Aussies down on
the field?
A bit of cheeky rivalry should do the trick, because nothing gets a patriotic supporter fired up than a bit of opposition competition!
5. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
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experience
CREATIVEEXECUSIONS
“Righto chaps, let’s get this party started” “Carn boys, lets give them a bonzer of
a match”
“Blimey, don’t you know how to bowl a
sodding ball!”
6. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
“Crickey, how long do you think this
drongo will last!”
“Corrrr this is bollocks!!!!”
“Strewth!!! Hit a 6 mate!”
7. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
“These Aussie boys won’t look so chuffed
when we’re through!”
“Let’s show these poms what it’s like to
be flat out as a lizard drinking”
“This is a load of codswollop!”
8. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
“Hooroo, you bunch of larrikins! you’re
out of here!!!!”
WWW.CRICKET.COM.AU
“See all you gallahs there.”
10. THE BRIEFTHE TEAM
THE
CHALLENGE
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experience
CREATIVEEXECUSIONS
Bollock s [BO L - LOCKS ]
noun
1 Ridiculous, annoyance
(British slang)
"That’ s a bunch of bollocks"
2 British slang: A Pom spectator may use this term as;
“Oh that’ s bollocks! You umpires need to get your eyes checked!”.
Dict ionary
1
Fit [BO - N - ZER]
noun
1 In shape, good, attractive
(British slang)
"He is looking well fit "
2 British slang: A Pom spectator may use this term as;
“Alistair Cook is looking well fit on the field toda y, innit” .
Dict ionary
2
11. THE BRIEFTHE TEAM
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CREATIVEEXECUSIONS
Bonzer [BO - N - ZER]
noun
1 Great, ripper
(Aussie slang)
"Bonzer work, Mate! "
2 Australian slang: An Aussie spectator may use this term as;
“crickey , that was a bonzer of a bowl!”.
Dict ionary
1
Cricke y [CR - I - CKEY ]
noun
1 Oh My Gosh
(Aussie slang)
"Crickey , Mate! "
2 Australian slang: An Aussie spectator may use this term as;
“crickey! Clarke you’ve done it again!”.
Dict ionary
2
12. THE BRIEFTHE TEAM
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CHALLENGE
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CREATIVEEXECUSIONS
Dictionary
1 An expression of surprise
(Aussie slang)
"Crickey, Mate!"
2 Australian slang: An Aussie spectator may use this term as;
“crickey! Clarke you’ve done it again!”.
Crickey [CR - I - CKEY]
noun
English tour of Australia, november 21, 2013. www.cricket.com.au
Dictionary
1 An expression of surprise
(Aussie slang)
"Crickey, Mate!"
2 Australian slang: An Aussie spectator may use this term as;
“crickey! Clarke you’ve done it again!”.
Crikey [CR - I - KEY]
noun
English tour of Australia, november 21, 2013. www.cricket.com.au
14. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
swap over more
more
HAVE A GANDER AT OUR LADS
GET BEHIND US
WHAT WAS THAT IN ENGLISH
MINGLE WITH US
swap over more
Codswallop [CODS - WAL - LOP ]
nou n
1 Nonsense
(Pom slang )
"That ’s codswallop! "
2 English slang: A Pom spectator may use this term as;
“That call was codswallop, he was clearly out!” .
Dict ionary
1
Bonzer [BO - N - ZER ]
nou n
1 Great, ripper
(Aussie slang )
"Bonzer work, Mate! "
2 Australian slang: An Aussie spectator may use this term as;
“crickey , that was a bonzer of a bowl!” .
Dict ionary
1
moreswap over
15. THE BRIEFTHE TEAM
THE
CHALLENGE
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execution
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CREATIVEEXECUSIONS
swap over more
more
MATE, COME N’ HANG OUT
HAVE A SQUIZZ AT THE BOYS
WHAT WAS THAT IN ENGLISH?
PURCHASE ‘EM, MATE
moreswap over
Cancel
swap over more
Ed Cowen Jackson Bird
Michael Clarke
Xavier Doherty
Patrick Cummins
George Bailey
17. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
#crikeybonzerofabowl @ashescricket13
#crickeybonzerofabowl @ashescricket13
#blimeythat’sadamnwellbatfrom @ianbell @ashescricket13
18. THE BRIEFTHE TEAM
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CHALLENGE
THE CREAtive
execution
THE
experience
CREATIVEEXECUSIONS
Blokes Dunny [B L - OK - ES - DU - N Y ] Sheila Dunny [SHE - L A - BL - OK - ES - DU - NY ]
Lad’ s Lavatory [LA - DS - LA - VA - TO - R Y] Lass ’ Lavatory [LAS - LA - VA - TO - R Y]
Sheila Dunny [SHE - L A - BL - OK - ES - DU - NY ]
Lass Lavatory [LAS - LA VA TO - R Y]
Blokes Dunny [B L - OK - ES - DU - N Y ]
Lad’ s Lavatory [LA - DS - LA - VA - TO - R Y]
19. THE BRIEFTHE TEAM
THE
CHALLENGE
THE CREAtive
execution
THE
experience
EXPERIENCEJuno:
“First issue I faced was the fact I knew so little about cricket.”
“ It was also great having my dad fitting into the target market.”
“Having a live brief to work on really got me excited about the industry again!”
Sarah:
“This whole experience has been so enjoyable.”
“Confirmed my thirst to want to work in the industry.”
“fun, tongue-in-cheek- brief, which made it such an enjoyable brief to work on!”
Nikki:
-Hello, is it me you’re looking for?
-First contact
-Work it!
-The mushy stuff
