An identity fit for champions
The ICC Champions Trophy is a One Day International (ODI) cricket tournament. The event has been running since 1998 and includes the world’s top eight ODI teams. In June 2013 the tournament came to Great Britain where we helped create a campaign identity to boost the tournaments reputation.
Campaign concept
Holding device
Visual property based on national kit colours
Press launch at the Millbank Tower, London
Out of home advertising
Billboards
Press advertising
Digital advertising
Venue tickets
Recommended Websites
The solution
In the year leading up to the tournament we worked alongside H+K Strategies and the ICC to design and establish a campaign identity that would engage a wider audience, build awareness of the Champions Trophy and maximise ticket sales. One of the biggest challenges we faced was the tournament’s unfortunate timing that put it in the middle of the World Cup and the Ashes.
The result
We created a vibrant and engaging campaign identity that answered the ICC’s pressing needs. The campaign idea, ‘Live Every Ball’, captured the attention of the press as well as giving the public a taste of what to expect. Our colourful and exciting visual language was designed to be flexible and allowed us to target specific audiences; reflected by very impressive initial ticket sales. Additionally, our comprehensive campaign toolkit enabled the identity to be rolled out across various marketing and advertising touchpoints.
