ICC Women's T20 World Cup 2023

Levergy/M&C Saatchi/ICC
February 21, 2023

The Brief:

Create an electrifying anthem and shoot a music video-style commercial to accompany it, to conceptually and visually drive the event’s on-air and online marketing campaign.

The Solution:

To respect client’s budget we searched extensively to source a piece of library music for which we could write and record our own song lyrics. Finding the right music artist to provide the vocal was paramount, not only for the song, but also for the fact that she would become the ambassador for the campaign and needed to manage media pressure, as well as perform the song at the event’s opening ceremony. After some back and forth between clients the artist picked was Rouge. The final commercial consists of studio-filmed music video footage, footage of kids playing cricket that we filmed in Johannesburg and the Klein Karoo, and women’s cricket stock footage belonging to the ICC.