ECB – T20 Blast 2017 Production

Campaign Identity / Content / Production

As part of our campaign for the NatWest T20 Blast, we were tasked with creating social content for ECB owned channels. Following extensive planning, we delivered 3 production ideas designed to engage and excite the T20 blast audience. Filming with a player from every county (18) at Edgbaston Cricket Ground in Birmingham, we delivered on very tight timings, managing to film all 3 productions in the space of a day.

Production 1: Green Screen

We used the versatility of the green screen to incorporate our 2017 campaign identity elements with the players. To do so, we directed the players to “interact” with the circular design elements to provide fun and colourful ident videos. In addition, we used the opportunity to create match up videos which were created for live broadcast games. Due to high demand from county marketing teams, we also rolled these out for a variety of non-broadcast games.

Production 2: Talking heads interviews

Our second production focused on the players and their relationship with the competition. This included explaining what makes T20 blast special, their favourite things about summer and most memorable moments from T20 blast years gone by. We also produced a fun ‘heads up’ promo video which acted as a parody on more serious sporting promo videos, utilising our summer themed props and mascot heads to produce a fun video to get fans excited ahead of the season.

Production 3: Ollie interviews

Our final production station featured our young presenter, Ollie. With a fun summer feel, this station was designed to connect with the younger T20 audience. Ollie put the players through their paces with some tough questions, catching the players off guard and leading to some authentically funny moments. The players also had their physical prowess tested with some quirky challenges, linked to the summer theme of Blast.

Cinema advert

In addition to our filming productions, we also produced a 30 second advert for cinemas using our campaign creative and the best broadcast footage. We created an exciting, explosive advert that was aimed at entertaining a large crowd. With one advert per county (to allow for in-depth geo-targeting), we delivered 18 ads through DCM and Pearl & Dean, with an explosive soundtrack mixed in Dolby 5.1.

The adverts were distributed nationally and reached an audience of over 6 million.