League of Heroes

About League of Heroes

To get a new generation of fans to a game typically framed as an “old man’s entertainment” Cricket Australia aimed to frame BBL as entertainment the whole family can enjoy.

To achieve this goal each team was stylized into their own unique superhero treatment that was then rolled out across all assets ranging from Dynamic Creative HTML banners to VFX treatments and brand toolkits that each team’s marketing departments could use in making their own assets.

The campaign resulted in the biggest ever attendance of a BBL series and a 15% increase in youth attendance leading to BBL being Australia’s newest favourite form of cricket.