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ICC T20 World Cup Australia 2020 welcomes you to 'The Big Dance'

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Developed with Australian creative agency Cummins&Partners, the campaign talks not only to the colloquial sporting term ‘big dance’ in reference to the pinnacle of a major event, but also captures the movement, energy and excitement that each country will bring to both tournaments next year.

More than 22 different silhouettes feature across the campaign, each showcasing on-field moments and player and fan celebrations from various men’s and women’s international ICC matches.

The silhouettes were developed by Melbourne-based Pixel Studio using data from Deakin University’s Motion Lab. The movements of four professional cricket players were tracked using Motion Lab’s state-of-the-art motion capture technology, with close to 40 optical infrared cameras capturing a range of cricketing actions including batting, bowling, fielding and appealing. The data was then used to create avatars before in turn becoming the final silhouettes.

ICC T20 World Cup 2020 Local Organising Committee CEO, Nick Hockley believes the campaign will appeal to a host of different audiences.

“Dance is the universal language through which cultures celebrate. The Big Dance references not only the ultimate prize in T20 cricket, but also the festival atmosphere that will get fans out of their seats and enjoying themselves with family and friends at T20 World Cup matches across Australia.”

Voicing the campaign’s track is Indian-born Australian musician Harts (Darren Hart). The singer-songwriter, who has been praised by Prince and Jimi Hendrix Estate, was selected to re-record the ‘70s hit from English rock-band, Supercharge*‘You’ve Gotta Get Up and Dance’*.

As a passionate cricket fan, Darren is excited to be able to play a part in a home T20 World Cup.

“Cricket has been such a huge part of my life growing up, with both my parents and many of my extended family playing it. Given I chose to pursue music, this opportunity has been such a great way for me to bring both of my passions together.”

“I love the fast, fun and inclusive vibe that the T20 format offers fans so to be a part of this event and to lend my voice to the campaign has been an honour,” he said.

Alongside the launch of the new campaign, today also marks one year to go until the first ball is bowled in the Men’s T20 World Cup, with all tickets on sale at t20worldcup.com from 1200 midday (AEDT) on Friday 18 October, to all men’s and women’s matches across both tournaments.

Credits:

  • Creative Agency – Cummins & Partners
  • Media Agency – CHE Proximity
  • Animation production – Pixel Studio
  • Music - Harts