Cricket Australia has is celebrating the upcoming season of international cricket with the launch of a new brand platform, 'You Need To See It'.

The campaign, created in collaboration with independent creative agency Special, utilises the song 'Do You See What I See?' by Hunters & Collectors to highlight different perspectives of the game. The 60-second brand TVC, shot by Dave Ma at FINCH, takes viewers on a first-person journey through multiple perspectives of the game, covering Test, ODI, T20 formats.

The campaign will evolve throughout the international summer of cricket with bespoke 360 integrated campaigns for the Pakistan ODI and T20, India Test Series and the Women’s Ashes. This marks the first collaboration between Cricket Australia and Special since the agency’s appointment in May 2024.

"Cricket has long provided the sights and sounds of the Australian summer and we wanted a campaign that ensures our game continues to dominate the seasonal conversation. This distinctive campaign showcases all the emotions and perspectives of international cricket, encouraging new fans to experience the excitement for the first time while inspiring cricket diehards to support Australia again this summer. We are thrilled to introduce ‘You Need To See It and incorporate the Hunters and Collectors’ iconic anthem ‘Do You See What I See’ into the campaign and can't wait for the international cricket season ahead. I would like to thank our creative partner Special Australia who worked in collaboration to deliver the campaign," said Cricket Australia Head of Brand & Marketing, Teresa Basile.

For static channels, Special collaborated with photographer Tobias Rowles to create images capturing the emotion of the game. The campaign launched nationally with an initial brand phase in high-impact TV & OOH placements, including 60” spots in the AFL and NRL grand finals. Media was handled by IPG Mediabrand's agency Initiative.

Partner/CSO at Special, Bec Stambanis, said: "International cricket holds a very special place in Australian culture. It truly is unmatched in its iconic battles and long-standing rivalries that have played out over cultures, continents and generations. We are thrilled to be able to bring all those different perspectives together in a new rallying cry that shows the passion and drama that will unfold in an unforgettable season of cricket."

Creative Directors at Special, Adam Ferrie and Peter Cvetkovski, said: "We're used to seeing cricket from the broadcast perspective, but there's nothing quite like experiencing it live in the stadium. We wanted to capture all the different perspectives that show just how great the experience really is—not just for cricket fans, but for anyone looking for an exciting live event."