2016 Brief:
Cricket Australia’s Women’s Big Bash League

Partner: M&C SAATCHI

M&C Saatchi provided ACCA with its first ever brief for the competition in collaboration with their client, Cricket Australia. The challenge was to create an integrated campaign for the Women’s Big Bash League (WBBL), and devise a plan of how the new competition would best be positioned in a male-dominated industry to ultimately attract female support and engagement. 

Brief Objectives

  • Spread awareness of the WBBL as its own entity
  • Increase audience and viewership of broadcasted WBBL games
  • Inspire the next generation of players by increasing female participation

Winning Pitch

The winning pitch came from The University of Queensland, who proposed the idea of a “New Daddy-Daughter Day”. This connected the existing passionate cricket audience with a younger potential audience, and created a campaign that would also address the social issue of the communication gap between fathers and daughters.

Winning Team 

Team Name Big Media
Student Names Elise Biddle, Jodie Rees, Georgia McDermott, Monty Quaife-Ryan, and Patrick Bevitt
University The University of Queensland