Project: Sky Sports’ coverage of the inaugural Twenty 20 Cricket Tournament, developed to bring Cricket to a wider 21st Century audience. 


Client: Sky Sports / Twenty 20 Cricket.


Brief: To modernise the game of cricket by offering a faster paced and more lively atmosphere. 


Campaign: We delivered a music campaign based on a new version of the 10CC song ‘Dreadlock Holiday’ featuring the line ‘I don’t like cricket, I love it’. We also created a festival atmosphere by working with artists to perform whilst batsmen changed.


Result: The sport of cricket had a new faster paced format for the modern generation, which proved so popular there is now a Twenty 20 World Cup.