Metro Bank: This Feels Different

The Brief

Metro Bank aimed to build upon its commitment as the ECB's Champion of Women's and Girls' Cricket by significantly increasing the visibility of the women's game ahead of a landmark summer for the sport. The challenge was to craft a compelling campaign that celebrated England's female cricketers, inspired the next generation of players, and drove sustained awareness of the women's game across both new and existing audiences.

Campaign Execution

To elevate women's cricket on one of the UK's biggest stages, our team conceptualised and launched the 'This Feels Different' campaign. At the heart of the activation was a landmark takeover of Piccadilly Lights, featuring England stars Nat Sciver-Brunt, Sophia Dunkley, and Lauren Bell. Becoming the first England cricketers ever to appear on the iconic screen, this activation created a powerful cultural moment that positioned the women's game firmly in the spotlight at one of the country's most high-profile locations.

Extending far beyond a single media placement, we delivered a comprehensive, multi-channel rollout to ensure the message reached fans wherever they engaged with the sport. This integrated ecosystem spanned an exclusive launch event, Metro Bank store takeovers, matchday activations, targeted social and digital rollouts, dedicated PR activity, creator engagement, and a nationwide out-of-home campaign. By marrying high-impact creative with inspirational player storytelling, the initiative was designed to turn visibility into action, encouraging more women and girls to see cricket as a sport for them.

Results 

'This Feels Different' delivered a truly landmark moment for women's cricket, placing England's stars on one of the most recognisable advertising screens in the world and generating widespread national attention. The integrated strategy successfully transformed a single cultural moment into a nationwide movement, ensuring maximum reach and engagement. Ultimately, the campaign reinforced the wider impact of Metro Bank's partnership with the ECB, driving long-term impact and inspiring future participation to ensure more girls see a lasting place for themselves in the sport.