| Title | CRICKETER'S ARMS PITCH MAINTENANCE |
| Brand | SUNDANCE BREWING |
| Product / Service | CRICKETER'S ARMS LAGER |
| Category | B01. Art Direction |
| Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
| Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
| Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
| Name | Position |
|---|---|
| Grant Rutherford | Executive Creative Director |
| Brendon Guthrie/Tim Holmes | Creative Director |
| Brendon Guthrie | Copywriter |
| Tim Holmes | Art Director |
| Andreas Smetana | Photographer |
| Lee Harrington | Art Buyer |
| Matthew Dickinson | Account Supervisor |
| Paul Scott | Advertiser's Supervisor |
| Retoucher - Glenn Pyke | Other Credits |
Cricketers Arms Lager is a craft beer aimed at the 30+, sophisticated end of the drinking demographic. Word of mouth had earned it tap and refrigerator space in a selection of high-end pubs and bars, our aim was to generate demand for the brand Australia-wide. Given the name of every test venue in the world is inscribed on the beer’s label, we decided on a solution that paid homage to the traditions of cricket, but with a modern twist. We positioned Cricketers Arms as ‘The Top Order’ then wrote a guide to gentlemanly behaviour for the Australian beer drinker.