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. 

• 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

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.