As Cricket Australia’s Official Gold Partner, Liquorland needed a fresh way to tap into cricket culture. I developed The 12th Man as a social-first idea to bring the partnership to life with humour and heart.

The concept struck a chord and quickly became the creative platform for the full campaign. We teamed up with lovable larrikin Dom Littrich as our 12th man, creating content that captured the spirit of summer, mateship and crackng open a cold one in the sun.