Description:

While cricket holds its place as Aotearoa’s third most popular sport, the sport's popularity among 16-34-year-olds had plummeted to thirteenth and was declining year on year. The younger crowd – vital to building cricket’s next generation of fans – wasn’t showing up.

So, we reimagined cricket for the next generation. Not as a game of rules and rituals, but as the most social sport of the summer.

Introducing the Backyard Social Club – Aotearoa’s most exclusive, inclusive club. A celebration of connection, sunshine and shared nostalgia. Cricket in summer isn’t just a game – it’s a ritual of sun-soaked hours, shared laughter, and spontaneous connection. It’s friendly chaos, flowing banter, and the freedom to roam with your mates. We set out to reframe this experience, spotlighting the energy beyond the boundary as equal to the action on the pitch. By celebrating cricket as a social catalyst – one that brings people together, sparks joy, and defines summer in Aotearoa – we created a cultural swell that made younger audiences feel like they were missing out.

We built a world that felt familiar yet fresh – with bold electric greens, warm nostalgic tones, playful type and a cheeky tone of voice. From digital content to match-day experiences, we turned cricket into the event of the summer – one no one would want to miss.

The result? NZC’s most engaging campaign ever. Ticket sales exceeded forecast by 10%. But more importantly, we reignited a fandom – turning casual browsers into cultural believers, and cricket into a movement for a new generation.