In 2019 the eyes of the sporting world were on the English cricket team. Hosting the World Cup on home soil and heading into the tournament as favourites for the first time in decades, the script was written for an iconic summer.

To launch the tournament kit and help celebrate the changing face of the game, we partnered with Krow and New Balance to create a film that more accurately celebrates the diversity and passion at the heart of a sport that is so often dismissed as old fashioned and stuffy. Working across multiple formats including video, film and stills, we created a campaign that took its inspiration from the game, as it’s played on the streets up and down the country, connecting players and fans of all backgrounds in their passion for the game and their country.

Distributed across various social media channels and shown in stadiums before every game across the tournament, which eventually saw England crowned champions in the most unlikely of circumstances, the campaign marked an unforgettable summer of cricket that not even the most imaginative of script writers could have predicted.