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Optus
Uber umpires
AGENCY: EMOTIVE
COPYWRITER: NATHAN BURLEY
DIGITAL / APPS / SOCIAL / FILM / LONG COPY / ACTIVATION / PR
A lighthearted Australia Day campaign celebrating the deadly seriousness of Australia’s national sport. Well, the backyard version anyway.
Insight
Backyard cricket is a sacred Aussie pastime. But the official ‘rules’ of this revered sport have long been a source of debate, testing the patience (and mateship) of backyard athletes across the nation.
Idea
Working with Cricket Australia to write the Official Backyard Cricket Rulebook.
Execution
What good are rules if there’s no one to enforce them? So, on Australia Day we joined forces with Uber and the legendary Billy Bowden to create UberUMPIRES – your own cricket umpire on-demand.
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With the touch of a button, users could request an UberUMPIRE to lay down the law and officiate their game of backyard cricket for three overs.
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The campaign was a huge hit on social media, with backyard cricketers all over the country sharing their UberUMPIRES encounters.
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15,000 copies of the Official Backyard Cricket Rulebook were printed and handed out to cricket fans during Australia v India at the SCG.
