When it all began

Client & Asset

Sanitarium & BBL/WBBL

Channels

Social, Digital, Stadium

The Idea

When did it all begin for you?

Megan Schutt, Elyse Villani, Chris Lynn and Moises Henriques all have their stories brought to life in animation, as they relive the moment they fell in love with cricket. It’s a colourful glimpse into their origin stories, reminding us that even sporting superstars have humble beginnings.

From the big screen video in stadium to the small screen in your pocket, the campaign rolled out with multiple pieces of content designed to keep fans engaged with the Weet-Bix brand over a long summer. As well as the ‘When It All Began’ stories, the campaign includes a series of interactive ‘Bix Bash Trivia’ Instagram stories, where fans can play along and discover a few fun facts about the players.

The creative execution also made its way down shopping aisles across Australia, with the distinctive animated style of player illustrations taking over Weet-Bix boxes. The new pack designs are accompanied by a unique ‘Win A Bat’ promotional offer, giving Aussies the chance to win their very own personalised backyard bat.