ICC Cricket World Cup Greatness is contagious

Reviving a world event for a younger audience

After 23 years, the Cricket World Cup was returning to Australia and New Zealand. But the 50-50 format had lost its shine amongst younger fans. To connect with our audience, we created “Greatness is Contagious”, a campaign based on the insight that when you’re surrounded by the best, you’re inspired to achieve better.

The 60 second TVC was shot across four countries and shows the shared passion of fans and players as it spreads towards the final moment when the players take field.