ECB: England Women 'Next Level' Film

The Brief

2024 was the year to capitalise on the groundswell that had been created in women's cricket over the last few years, and create a solid base of fans of the women’s game that engaged regularly rather than for one off moments. The challenge was this was a Summer with big competition for sports fans’ attention with the Olympics, Paralympics and a men’s UEFA Euros.

Campaign Execution

We developed a creative positioning and messaging - Women’s Cricket is Next Level – which gave us the opportunity to showcase what is Next Level about England Women - being Next Level is about incredible skill in iconic sports stadiums.

We created a film staring England Women pulling off epic trick-shots around Lord’s Cricket Ground as they prepared to face New Zealand on home ground. The players transformed the hallowed ground into their playground, showcasing their elite skill with Captain Heather Knight sending the ball flying through a tiny commentary box window, and even getting some catching practice in the famous Long Room.

Results 

The film had 500k views and 18k engagements and received widespread coverage in media, shares on social channels and was broadcast on BBC and Sky. The most significant results showed a direct link between the viewership of the film and increased consideration to attend and England Women’s game, with the greatest shift with fans of men’s cricket.