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Out Of This World

ICC

Taking cricket to audiences new and old

As huge cricket fans, we were thrilled to create the campaign for the ICC T20 Cricket World Cup in the USA and West Indies.

In our eyes, the tournament would be ‘OUT OF THIS WORLD’ in every sense – incredible skill, unbelievable action, and to the new fan in the States, a sport, event and experience like nothing they’ve seen before.

ICC OUT OF THIS WORLD campaign visual showing 4 male cricket players on a blue background with world landmarks in a globe shape and the ICC Men's T20 World Cup West Indies & USA 2024 logo

Breaking new boundaries

Our static campaign dials up the ICC T20 World Cup brand to the maximum, with maximalist art bringing together the Caribbean islands with iconic US landmarks in a surprising and unique way, with bold typography and the “strike” graphic we designed for the tournament branding.
Still of Stoinis reading a menu from ICC TV commercial

Electrifying, awe-inspiring cricket

A playful TVC, released 100 days before the first game, showcases characters across the West Indies and the USA witnessing a phenomenon hurtling through the sky – an incoming cricket ball – which is coming in fast to their back yard. The film features cameos from Quinton de Kock, Marcus Stoinis and Kieron Pollard, and super cricket fans Shyam Sharma and Mr. Pakistan.

ICC Men’s T20 World Cup 2024 Official Anthem

An anthem for a Carnival of Cricket

The ICC T20 Cricket World Cup in the USA and West Indies would be ‘OUT OF THIS WORLD’ in every sense – incredible skill, unbelievable action, and to the new fan in the States, a sport, event, and experience like nothing they’ve seen before. It’s the world’s biggest ever carnival of cricket – and we were asked to develop an anthem to reflect it.
Usain Bolt and KES dancing in Out of this World music video
Kes and Sean Paul holding up cricket shirts in front of stage for ICC Out Of This World anthem music video
Sean Paul looking down at cricket ball on a beach in Out Of This World music video
Kes and Sean Paul singing in Out Of This World music video
Album artwork for Sean Paul & Kes Out Of This World ICC T20 World Cup anthem
Kes and Sean Paul singing on stage in Out Of This World music video

within 3 weeks of launch

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Out Of This World by Sean Paul and Kes Spotify song screenshot

With mass appeal
for a global audience

We worked to identify and commission the most perfect artists to collaborate on the track, embodying the spirit of the Caribbean as well as mass appeal to connect with new fans in the US and with cricket’s huge audience internationally. The result was the ICC Men’s T20 World Cup 2024 Official Anthem, ‘Out of this World,’ by Grammy award-winning artist Sean Paul and soca superstar Kes.

Fans can get into the spirit by creating their own dance interpretations of the “knock it out of this world” dance step, featured in the associated music video. Shot on location in Kingston, Jamaica, it includes cameos from eight-time Olympic gold-medalist Usain Bolt, cricket stars Chris Gayle, Ali Khan, Shivnarine Chanderpaul, and other Caribbean personalities.

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The ICC Men’s T20 World Cup anthem has landed! I think this is the best one we’ve ever done and perfectly captures the essence of the event with Sean Paul and Kes bringing all the feels.

Claire Furlong
General Manager Marketing & Communications, ICC
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