Billboards, bus stops and television may be the normal platform for most sports branding, but it wasn’t enough for the England and Wales Cricket Board when promoting this year’s Friends Life T20 competition.
Not one to miss a good pun, the ECB commissioned miniature artist Aidan Campbell to paint team’s branding directly onto live crickets for a concept that they’ve dubbed ‘cricketvertising’.
Eighteen crickets have been painted to represent each of the 18 First Class County teams throughout England and Wales, and have each been released into the wild outside their respective stadiums. Never fear, Campbell used water-based transfers in order not to harm the tiny billboards.
ECB T20 event manager Sally Brooks says, ‘The Friends Life t20 is a smaller but more exciting game of cricket which is full of energy. We were considering how to get this message across to cricket fans and the humble cricket acts as the perfect metaphorical ambassador.
‘Obviously no crickets were harmed in the making of cricketvertising but I can confirm that they requested we stop for tea and their batting skills weren’t a patch on our boys.’