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BT Sport - The Ashes
Watch them fall 

Playing up the pantomime villainy of the Aussies to create the most riling campaign of the year.

 AGENCY: WUNDERMAN THOMPSON 
 ART DIRECTOR: HANRI LE ROUX 
 COPYWRITER: NATHAN BURLEY 

    Insight

England cricket fans love to hate Australia. But the Aussies’ current Test team are the most disliked in a generation — and with good reason.

    Execution

Ignite the passion and patriotism of England fans by plastering the smug faces of the enemy across the screens and streets of Britain.

    Challenge

How do you tempt cricket fans to tune in during the middle of night, in the middle of winter, when England hasn’t won an Ashes series Down Under in over 3 decades?

    Idea

Heroes need villains.

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Meanwhile downunder...

On the opening day of the First Test at The Gabba, we partook in some friendly ‘Brisbanter’ – using tactical OOH to stir the pot with the Aussie fans attending the game and generate some social buzz.

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