The Seven Network, in collaboration with creative agency Emotive, has unveiled an out-of-home campaign for the forthcoming BBL13 season.

Titled 'It's Just Not Cricket', the campaign, created with artist Kris Andrew Small, aims to embrace the 'unconventional and vibrant spirit' of the T20 game.

Larissa Ozard, Director of Marketing (Brand, Product and Trade) at Seven, said: "As a competition, the BBL is unashamedly big, bold and colourful. Really leaning into the 'It's Just Not Cricket' mentality to promote our live and free coverage, we wanted to show how the fun and spectacle that surrounds every match is what makes it so entertaining to watch," he said.

Darren Wright, Group Creative Director at Emotive said:

"From the promo launch back in August to working on these fairly bonkers posters with Kris, we've consistently said that flame throwers make everything better. It's that kind of attitude that we've applied to creating ads about cricket that I'm very pleased to say look nothing like ads about cricket," he said.

The campaign, now live across key cities in time for commencement of the BBL13 season on 7 December, attempts to be a bold departure from traditional cricket advertising, reflecting the T20 game's unique appeal and a nod to the spectacle of each match.