Brief:

Generate national exposure for The Cricket Foundation’s flagship event, National Cricket Day.

Activity:

National Cricket Day is a cricket-themed celebration of the sport inside and outside the classroom.

To highlight the association between the sport and the positive impact it has on learning broader life skills, we commissioned ex-England player Jack Russell to create the world’s first paining on a giant canvas of 36 cricket bats.

The artwork was unveiled at Lord’s with some help from England fast bowler Chris Tremlett with media including The Sun, Daily Mail, Sky Sports and Radio Five Live in attendance.

To help generate additional buzz online, a special ‘making of’ video was released to coincide with the launch.

Results:

More than 100 branded articles were published in the 24-hour period after the launch, including a huge splash on The Sun’s website.

The video also gained a lot of traction very quickly, helping it rank amongst the most viewed YouTube videos in the UK on launch day.