The ICC T20 World Cup 2020 today launched its “Welcome To The Big Dance” creative campaign, which brings together competing nations for two world championships in 2020.
The campaign was launched with the Australian creative agency Cummins & amp; Partners not only develops and refers to the colloquial sports term ‘big dance’ as the culmination of a major event but also captures the movement, energy, and excitement that each country will bring to both tournaments next year.
Throughout the campaign, there are more than 22 different silhouettes showing moments on the pitch as well as player and fan celebrations from various international ICC male and female matches.
The silhouettes were developed by Melbourne-based Pixel Studio using data from Deakin University’s Motion Lab. The moves of four professional cricketers were tracked using Motion Lab’s state-of-the-art Motion Capture technology. Nearly 40 optical infrared cameras recorded a series of cricket actions, including hitting, bowling, fielding and appealing. The data was then used to create avatars before they became the final silhouettes.
Nick Hockley, CEO of ICC’s T20 World Cup 2020 Local Organizing Committee, believes the campaign will appeal to a wide range of audiences.
“Dance is the universal language through which cultures celebrate. Big Dance is not just about the ultimate in T20 cricket, it’s also about the festival atmosphere that will get fans out of their seats and have fun with family and friends at the T20 World Cup games all over Australia. “
The title of the campaign is recorded by India-born Australian musician Harts (Darren Hart). The singer-songwriter praised by Prince and Jimi Hendrix Estate was selected to re-record the 70s hit by English rock band Supercharge “You’ve Gotta Get Up and Dance”.
As a passionate cricket fan, Darren is looking forward to attending a home T20 World Cup.
“In my childhood, cricket was such a big part of my life that both my parents and many of my extended families took part in it. Given my decision to devote myself to music, this opportunity was a great opportunity for me to bring my two passions together. “
“I love the fast, entertaining and inclusive atmosphere that the T20 format offers fans, and it was an honor to be part of this event and to give my voice to the campaign,” he said.
In addition to the launch of the new campaign, there is still a year left until the first ball in the men’s T20 World Cup is played. All tickets will be available from 12:00 pm (AEDT) on Friday, October 18, at t20worldcup.com Men’s and Women’s Games in both tournaments.