The Australian Women’s Cricket Team dominates the game but hasn’t always had the profile of the men’s team. In the lead-up to the ICC Women’s T20 World Cup 2020, we worked with CommBank to help change that by bringing back the iconic C’mon Aussie, C’mon, sung for the women’s team for the first time.

Featuring co-creator Allan ‘Jo’ Johnston, the campaign brought together pioneers of the game and current stars including Ellyse Perry, Meg Lanning and Alyssa Healy.

The integrated campaign ran across TV, OOH, radio, digital and social, with the TVC and anthem at its heart. I led the social content, working directly with players to create platform-specific assets that built momentum toward the final and a push to fill the MCG.

The result - 86,174 fans at the MCG, the largest crowd ever for a women’s sporting event in Australia, and 10.8M+ people reached through PR, giving the anthem a powerful new legacy.

B&T Awards 2020 - Best Use of Sponsorship
B&T Women in Media Awards 2020 - Best Ad Campaign, Championing the Equality Cause