The England and Wales Cricket Board (ECB) launched a marketing strategy with a difference. Not content with traditional forms of media, they have taken to using live crickets to market the 2011 Friends Life t20 cricket tournament.
The new branding exercise called 'cricketvertising' involves the tournament branding being transferred on to the backs of live crickets, all in a way that does not harm the insects
To help for the cricketvertising initiative, 18 carefully selected crickets were used, representing each of the teams competing in the tournament. Aidan Campbell (the miniature artist commissioned by the ECB) hand-painted the crickets using water-based transfers.
Cricketvertising artist Aidan said: "...to brand a cricket was a whole new ball game. I had no idea how it was going to work to begin with, but it’s been a lot of fun.’
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