The T20 World Cup is up and dancing with launch campaign via Cummins&Partners

The ICC T20 World Cup is coming to Australia. For the first time in history, the Women’s and Men’s tournaments will take place as two standalone events – culminating in two epic finals at the MCG. The Women’s final will be held on International Women’s Day, with the aim to break the world record for attendance at a Women’s sporting fixture – almost 92,000 people to fill the G.
The creative campaign from Cummins&Partners: “Welcome to the Big Dance”, stretches across TV, radio, and OOH; showcasing everything the tournaments have to offer inside vibrant motion-capture silhouettes.
Set to a modern take on 70’s hit “You’ve Gotta Get Up and Dance” by Supercharge – re-recorded by Indian-born Australian rising star, Harts – it’s an infectious sensory overload.
Chris Jeffares, CEO Australia at Cummins&Partners said “We were thrilled to work with a globally renowned organisation like the ICC. T20 cricket doesn’t get any bigger than this. It truly is ‘The Big Dance’, so we can’t wait to see our platform come to life. Most sporting events measure success by bums on seats, but we’ll be measuring success by bums off seats.”