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.

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