ECB tells nation to ‘Express Yourself’ ahead of World Cup

24 May 2019

By: Sport Industry Group

The England and Wales Cricket Board (ECB) has launched a new campaign designed to inspire fans across the country as England prepares to compete in, and host, the 2019 World Cup.

Developed in partnership with MATTA, who won Young Agency of the Year in association with Getty Images at the BT Sport Industry Awards 2019, ‘Express Yourself’ is focused on engaging a young audience to grow fans’ connections with the England one day international (ODI) team and maximise the impact of a summer of cricket that culminates with the Ashes series against Australia.

The campaign aims to give fans an insight into the lives of the players - telling their stories, showcasing their skills and exploring their passions both on and off the field. It has been co-created with England ODI captain Eoin Morgan to reflect the team’s aggressive brand of cricket pursued under his leadership.

Tom Harrison, ECB Chief Executive Officer, said: “Under the strong leadership of Eoin Morgan, this team has grown to embody what it means to believe in yourself and have faith that you can achieve incredible things, and they go into this tournament as favourites. The Express Yourself campaign celebrates the courage of self-belief as well as the ability to put your team ahead of individual success. It’s a powerful message that I hope will resonate with cricket fans and inspire the next generation to help grow the game.”


The campaign launches with the release of the Express Yourself film. It has been timed to coincide with England’s first official World Cup warm-up game against Australia at Hampshire Bowl in Southampton.

It will go out across owned, earned and paid channels – including YouTube, Instagram and Facebook. In addition to extensive digital amplification, the film will be shown in cinemas across the country.

Express Yourself will then run throughout the World Cup, which takes place from 30th May to 14th July, and beyond - with original content and innovative partnerships designed to build buzz and excitement about the England team.

Matt Campbell, Executive Creative Director at MATTA, said: “The campaign was designed to encapsulate the electricity and excitement that players express on the pitch. We wanted to highlight their unique personalities and differences stylistically, through the use of strobe-like visual effects combined with a rapid-fire dance track.”