Aus/NZ hailed ‘the world’s toughest backyard’ in cricket world cup promo
The brand identity for the 2015 Cricket World Cup has been created, along with a video that positions co-hosts Australia and New Zealand as ‘the world’s toughest backyard.’
Following communication will bring in imagery from the indigenous cultures of both countries, FutureBrand, the brand consultancy behind the campaign, revealed.
Creative director of FutureBrand Australia, Ken Shadbolt, said: “It has been a fascinating challenge to consider what our two countries share, and how to best express those similarities into a brandmark.”
The logo’s nice (puts Britain’s Olympic one to shame). However, the ‘backyard’ reference is fine for use here in ANZ but I worry that it might be lost in translation overseas.
Very nicely done.
great logo
I agree…the Aussie backyard looks tough, the Kiwi backyard looks very pleasant and a nice place to visit!
The lack of Maori culture in the Kiwi cricket team might bring it a little unstuck…easy with the All Blacks but the Black Caps aren’t the most menacing or feared in the world…being a kiwi myself the mere fact we made it to the semi’s makes me laugh!
For use overseas maybe throw in Mad Max and Lord of the Rings….with Russell Crowe bowling a telephone on a good length to make us relevant…!
I like the logo though….nice work!
I agree that the logo is great, love the blending of the indiginous cultures, though I think the NZ team has just one Maori player in the team (stand to be corrected there) and Australia has none?
The toughest backayrd thing though…I’m just a little over the whole ‘Australia is 100% outback’ More to Australia than that, though I guess hard to do that in just 25 seconds, so maybe I’ll just shut up and leave it to wiser people than me…
What a joke. How many Aboriginal players are there in the Aussie cricket team? Will the games be played in the Outback? Pretty logo but incongruent with the reality of the sport.
Perhaps less to mess with actual players or where they play, but more to convey the idea that cricket has been played from early childhood and honed to perfection in a tough competitive arena . . methinks.
@11:29. Middle aged batsmen and bowlers who can’t land it on the pitch don’t make for a great logo either.