Cricket Australia is building on its 'Feel Alive' platform with the launch of a new integrated campaign to launched a new integrated campaign the KFC Big Bash League (BBL) 14, titled 'All the Feels'.

Devised by independent agency Apparent, the new campaign aims to encapsulate the exhilaration of the KFC BBL season while encouraging Australians to experience it firsthand.

The work is spearheaded by a 30-second TVC produced by Accordion Productions and directed by Ethan McLean, and also includes a large-scale outdoor and digital asset rollout, photographed by Billy Plummer, with Sam I Am. The campaign will be rolled out across TVC, OOH, press and social from 17 November 2024.

Last season, the BBL attracted over 900,000 attendees, with eight matches selling out. The new campaign is designed to build on this success and draw even more fans to the thrilling cricket event.

"With over 900,000 people attending last season and eight sold out matches, we are looking forward to welcoming more fans to experience the BBL. It’s not just about watching, it’s about feeling the excitement firsthand. We can’t wait for fans to experience every thrilling moment this season!" said head of brand and marketing at Cricket Australia, Teresa Basile.

Executive Creative Director at Apparent, Michelle Turchini, said: "We're bringing fans and players closer than ever before. The campaign doesn't just show what it's like to be there, it captures the excitement of how it feels."