Execution

PROBLEM In summer, the biggest problem Australians face is deciding whether to spend the day at the beach or at our favourite National sport, Cricket. Unfortunately for Cricket, the current team hasn't been very successful in recent times, which has resulted in a steady decline in match attendance. All the while, the Australian public continues to have a great time frolicking in the waves on our beautiful coast. IDEA In Australia we have a saying, “If you can’t beat ‘em, steal from them and use their best assets to get ahead.” Introducing Cricket Beach. A direct marketing campaign that combined 70 tonnes of sand, a few gigolitres of crystal clear water and a select group of beach-slash-cricket fans at our most prestigious sporting stadium, the Sydney Cricket Ground. Brought to life by Cricket Australia and their major sponsor Coke, fans could win a day at the beach, at the cricket, by simply buying any specially marked Coke.