Leeds-based Home has bowled out the local competition to win a campaign for cricket’s ‘biggest party in sport’.
The Cricket Played Louder campaign will be taking the atmosphere of the game and the Caribbean islands together to position The Caribbean Premier League (CPL) as more than a sporting event.
Planning director at Home, Rich Marson said: “We pitched against a number of Caribbean-based agencies and were absolutely thrilled when the CPL told us they shared our vibrant vision. We wanted to embody the noise, colour and excitement of the game, and are really proud of what the team has produced.”
The annual tournament, which sees six Caribbean islands battle it out in a T20 format, is a significant event among the West Indies, and CPL wanted to celebrate the event more loudly this year to encourage islanders to watch the fixtures live.
With striking imagery of crowds and cricketers made louder through vibrant and colourful visual treatments, and messaging centred on inter-island rivalry using play on words, Home says it successfully generated excitement, heightened competition and increased ticket sales.
Primarily rolled out across outdoor billboards and posters, the campaign was also featured in local press titles across all six islands.
Home is an integrated communications agency with offices in Leeds, London, Gibraltar and Sydney.