On the back of creating the ICC brand and perpetual identity for the T20 World Cups, the ICC and Cricket West Indies asked for our help in creating a tournament campaign which is taking place in the West Indies & USA this year.

The campaign ‘OUT OF THIS WORLD’ resonates with our cricket lovers, International T20 cricket in a World Cup is ‘out of this world’ in every sense.
To our new audience, it's a bold, new experience - alien, yet captivating - we will have fun with the incongruity of it, but also show the atmosphere is like nothing they’ve ever experienced.

In our campaign - we do everything with scale and wonder. We surprise our new and existing audience alike, with unexpected ways to present this incredible tournament - in ways that are truly out of this world.
The campaign is launched with a short film and key visuals which positions the tournament as 'Out of this World' for all audiences. The video teases that something outrageous is taking place.

For the key visuals we have turned the new ICC T20 World Cup brand to the max, with AI-inspired backgrounds unifying the Caribbean islands, with iconic US landmarks in a surprising and unique way. The ‘strike’ graphic and the typography are given even more of three-dimensional quality - further driving the wow- factor of the creative.