Hitting it off with the Bears

When we got an email from a group of Birmingham-based Bears back in February about doing some creative work, we thought “Who are these jokers muscling in on our turf?”

Well, it turns out, Warwickshire County Cricket Club, also known as The Bears, weren’t looking to take us down. (And they were sticking to their own kind of perfectly-mown turf.) Instead, the lovely team at Edgbaston Cricket Ground were looking for creative help to promote their summer of T20 Blast cricket – and we were only too happy to help.

With plenty of cricket fans in the office, including super-fan Jenny ‘Wickets’ Ray, we were delighted to get stuck into some sports marketing.

The result? Bears, squared. Combining the power of our creative concepting and their in-house team to put together a campaign that knocks it out of the park.

The idea? Well, did we mention knocking it out of the park? This campaign is a tongue-in-cheek public safety campaign about encouraging Birmingham to get ready for big-hitting blast cricket and ‘Prepare for the Bears’.

The best way to prepare for the high-flying cricket balls is, of course, to get out the bubblewrap. So we’ve wrapped up plenty of things: from grounds staff to security guards, locally parked cars to famous local landmarks.

You’ll be seeing this campaign all over the place with a huge OOH campaign you can see here. There are also cricket bags of social films, special builds and PR stunts taking place around this activity. This is sports marketing built to go big.

The new season runs from 31 May to 13 July, with nine match days in total including five Bears Men and Women double-headers, new for 2025.

Tickets for all Men’s and Women’s Vitality Blast T20 cricket games can be purchased at blast.edgbaston.com. Prices start from only £15 for adults and £5 for U16s.

Keep your eyes peeled for a Pt.2 of this campaign Blasting off very soon.