GEMBA & WEET-BIX CELEBRATE BIG BASH STARS IN NEW CAMPAIGN

NATHAN DAVOLI

Senior Creative

in Sport

December 10, 2019

Can you remember the moment when you fell in love with your favourite sport? Well this summer, Weet-Bix and Gemba have partnered to launch a new spin on the iconic ‘Aussie Kids are Weet-Bix Kids’ campaign, bringing to life the untold stories of ‘When It All Began’ for our favourite WBBL and BBL superstars.

Megan Schutt, Elyse Villani, Chris Lynn and Moises Henriques all have their stories brought to life in animation, as they relive the moment they knew cricket was the game for them. It’s a colourful glimpse into their origin stories, reminding us that even sporting superstars have humble beginnings, just like the Aussie Kids of today and yesteryear.

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From the big screen video in stadium to the small screen in your pocket, the campaign rolls out with multiple pieces of unique content designed to keep fans engaged with the Weet-Bix brand over summer. As well as the ‘When It All Began’ stories, the campaign includes a series of interactive ‘Bix Bash Trivia’ Instagram stories, where fans can play along and discover a few fun facts (and quirks) about the players.

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The creative execution also made its way down shopping aisles across Australia, with the distinctive animated style of player illustrations taking over Weet-Bix boxes. The new pack designs are accompanied by a unique ‘Win A Bat’ promotional offer, giving Aussies the chance to win their very own personalised backyard bat.

Gemba’s Executive Creative Director, Boyd Hicklin, said: “We’ve been working with Weet-Bix and Cricket Australia for many years now, and it’s a great partnership that leverages the colour, excitement and personality of T20 cricket. If we can bring all that to an iconic Aussie brand and help Weet-Bix stay top of mind, that’s a win.’