ECB aims to unite cricket fans with One Game campaign

Cricket is selling itself as a sport that unites people of different ages and from different cultural backgrounds with a minute-long ad to be shown at sports grounds and schools. The England and Wales Cricket Board (ECB) commissioned the 60-second One Game spot from creative collective Wilder.

The film will be shown at international grounds around the country, in schools and at cricket academies from September. It is part of a One Game campaign developed by the ECB and communications agency Vero, aimed at promoting cricket as a force for social good.

An ECB spokesman says the film shows cricket in a “modern, embracing, celebratory” way. The board wants the campaign to widen the appeal of cricket while “celebrating the unique diversity” that already exists within the game, he says.

It shows a single game of cricket played across the country and features players from the England team, including Kevin Pietersen and Monty Panesar, to village cricketers and children playing in schools and in the park.

Wilder, a collective of creatives working in sectors including pop promos, brand communications and drama, has worked with the London 2012 Olympic Games bid as well as making brand films for British Gas, Ericsson, Camelot, Thomas Cook and Ford. Vero was founded in January last year by Mike Lee, former director of communications and public affairs for the London Olympic bid team.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here