Putting the Australian women’s team in the spotlight.
The Australian Women’s Cricket Team dominates the game globally but still doesn’t have the profile of the men’s team. So in the lead-up to the ICC Women’s T20 World Cup 2020, we worked with CommBank, sponsor of the women’s team for over 20 years, on a major campaign to help raise their profile. The idea was to bring back an iconic track, ‘C’mon Aussie, C’mon’, and sing it for the female team for the first time.
In rewriting the lyrics, we also shone a spotlight on some of the pioneers of the game from as far back as the 1950s. We then invited the original vocalist, Allan “Jo” Johnston, one half of the advertising duo Mojo, to lend his distinctive vocals to the track. The integrated campaign included TV, out-of-home, radio, digital and social.
60s TVC
Case Study
Outdoor
The national out-of-home campaign leveraged CommBank’s ‘Can’ brand platform in support of the Aussie team ahead of the T20 World Cup.
Full-length Track
A full-length version of the track is also available on music streaming services, with all proceeds going to the McGrath Foundation, an official charity partner of the T20 World Cup.
Click the image for links to music streaming services.
“‘C’mon Aussie C’mon’ is an iconic piece of Australian sporting history. Hosting the ICC Women’s T20 World Cup in 2020 as world champions is a huge moment for the team, and we’re so proud to be able to bring this iconic Aussie anthem back for them."
- Monique Macleod, Chief Marketing Officer, CommBank“It’s an honour for the McGrath Foundation to be involved in this new version of such an iconic Australian sporting anthem.”
- Holly Masters, Chief Executive Officer, McGrath Foundation“This is such a legendary song and to think that it’s now been reworked to reflect the Australian Women’s Cricket Team and other historic trailblazers of the women’s game is humbling. What a way to celebrate women in cricket and inspire more young girls out there to get involved in one of Australia’s most iconic sports.”
- Ellyse Perry, Australian All-rounder and CommBank Cricket Ambassador"CommBank has been a committed supporter of women’s cricket for over twenty years, and their C’mon Aussie, C’mon campaign was simply brilliant both in concept and execution. By tapping into an iconic anthem of Australian culture, the campaign was instrumental to the success of the ICC Women’s T20 World Cup 2020 and to the incredible 86,000 crowd for the final that gathered at the MCG on International Women’s Day.”
- Nick Hockley, CEO, ICC T20 World Cup 2020 Local Organising Committee
Credits
Client: Commonwealth Bank
Agency: GHO Sydney
Production Company: GHO Sydney
Sound Studio: Song Zu