The ICC Cricket World Cup is coming to England and Wales in 2019, and to mark the occasion former England star Andrew ‘Freddie’ Flintoff is singing his way through the streets with an assembly of fans.
‘Festival’ was directed by Peter Cattaneo of The Fully Monty fame. It sees Flintoff launch into song and dance, backed by some of cricket’s most passionate fans, influencers and a brass band.
Flintoff approaches the famous Oval venue before opening the tournament in 2019. Slipped among 19 dancers and 100 fans are Radio 1 DJ Greg James, cricketers Charlotte Edwards, Phil Tufnell, Kumar Sangakkara, and influencers such as Josh Pieters, ReevHD and Danielle Haden.
Cattaneo hinged the work on capturing the “genuine enthusiasm for the game” while bringing together the fans to “create a real global celebration”. The ICC believes there are more than 1bn cricket fans across the world to attract with this work.
Agency Matta delivered the work to fit into the wider ‘Are You In’ campaign.
Matt Campbell, its executive creative director, said: “The challenge in the brief was to sell cricket as more than just the game on the field. It’s the whole colourful experience, the national costumes, fancy dress, musical instruments in the crowd and the infectious passion, particularly of South Asian supporters, that create a unique atmosphere and experience that British sport’s fans will love.”
Adrian Wells, marketing director of the Cricket World Cup said the film aims to introduce new audiences to cricket too, informing them of the off-field atmosphere as well as the proceedings in the Oval and beyond.
“This is something we are uniquely able to create in multi-cultural Britain,” he said. “Seeing Freddie sing and dance is not what you would expect from cricket, and that’s the point – we hope to show cricket in a new light and engage new fans.”
Vote for the work in The Drum’s Creative Works.