Blood UTD and Cricket Australia deliver on promoting the women’s game
As the Australian sporting landscape continues to address the stigma around women in sport, Cricket Australia in partnership with Blood UTD, have released their much anticipated 60-second film, as part of the #WATCHME campaign.
Shot in Brisbane at the Bupa National Cricket Centre over two days, the film aims to not only challenge the status quo on gender and sport but also showcase the elite athleticism and skill of the Australian Women’s Cricket Team.
Executive Creative Director, David Smith, said Cricket Australia has such a strong belief in the women’s game which allowed them to “achieve such a great result.”
“We wanted an idea that is bold and powerful, an idea that is joyfully defiant and presents the women’s game in a vital and compelling manner,” he said.
The Australian cricketer’s freely devoted their time to this project and “are keen to prove to the world they have the skills and the competitiveness to equal any team out there.”
“I really loved their camaraderie and unified sense of purpose.
“It really comes through in the film,” Smith said.
Blood UTD are at the forefront of creativity in Australia and have been entrusted by Cricket Australia with the huge responsibility of delivering a film that not only inspires but promotes a level playing field for women.
“I guess truthfulness is a quality we are looking for in everything,” he said.
“As we become more and more separated from our natural selves and each other, we get a little bit of that back through the essential humanity and truthfulness that lives in the field of play.
Marketing Manager at Cricket Australia, Cat Andruchowycz, added: “The response to this campaign has been overwhelming.”
“It has the flexibility to both challenge perceptions and inspire Australians to support their national team by watching or attending the matches.”
“The film is a game-changer for the sport and is what we’ve been waiting for.”
The upcoming Commonwealth Bank Women’s International Series against New Zealand starts on Saturday September 29 and will be broadcast live on Seven and FOX Cricket.
To purchase tickets, go to www.cricket.com.au/tickets