England & Wales Cricket Board
Proving the women’s game is just as iconic as the ground it’s played on.
The challenge
The England and Wales Cricket Board wanted to showcase Lord’s—the historic home of cricket—as a venue where tradition and modernity could coexist. Our challenge? Get cricket fans excited about the women’s England vs. New Zealand match, challenge perceptions, and boost ticket sales—all while literally having to "keep off the grass."
The insight
Sports fans thrive on fresh experiences that showcase their favourite athletes’ personalities in exciting, authentic ways. Women’s cricket, historically overshadowed and undervalued, had an untapped audience hungry for new heroes and relatable role models.
The game plan
We knew visibility and player recognition were key barriers in women’s cricket, especially at iconic, traditionally male-dominated venues like Lord's. We saw an opportunity to connect authentically with both core cricket fans and a broader, younger audience by spotlighting the team's talent and vibrant personalities through an entertaining, digitally-savvy approach.
Bringing it to life
Our “Keep off the grass” idea cheekily flipped tradition on its head by capturing the athletes showcasing their next-level skills through engaging, high-energy trick shots at Lord’s—without stepping on the hallowed turf. By putting the players’ personalities front and centre, we redefined expectations about what cricket content could look and feel like.
The results
The campaign quickly exceeded expectations, generating over 365,000 views and unprecedented ticket sales. Its bold, personality-driven approach was praised by BBC Sport, which adopted the content for social media channels and match broadcasts, significantly raising the profile and awareness of women's cricket.
The extra mile
Drawing on our deep experience working with athletes, we injected energy, playfulness, and modernity into a traditionally slow-paced, heritage-focused sport. This fresh juxtaposition not only amplified the athletes' personalities but positioned women's cricket as dynamic, relatable, and genuinely entertaining, proving that for fans, great sports content isn’t just seen, it’s felt.
Want to learn more about how we work with athletes? We’ve written a blog covering the lessons we’ve learned in activating collaborations for global brands. Check out our six top tips.
