Client: Woolworths
Channels: Film, OOH, social, in-store
Role: Concepting, copywriting, scriptwriting, production
For the 2025–2026 Ashes series, we connected Australia’s national sport with the fresh food that fuels it. Anchored by The Park Test, a slice-of-life film featuring Australian wicketkeeper Alex Carey, the campaign placed Woolworths in cricket moments from the backyard to the big stage.
An alternate approach turned Woolworths’ iconic green shopping bag into The Baggy Green, bringing together two familiar Australian icons. Designed as a platform that could return each summer, the idea extended into limited-edition bags and films featuring Aussie cricket stars and everyday Aussies, playfully tapping into the pride, nostalgia and national identity associated with owning a Baggy Green.
