Cricket Crashes - State Farm (2019)

Building on a successful campaign, State Farm wanted us to reach out to Asian American millennials, second-year-in-a-row, and appeal to their tech-forward, cross-cultural sensibilities. And this time, they wanted it bigger, bolder, ballsier. Literally.

We knew that Indians, among the fastest growing immigrant population in the US, carried with them their behaviors and interests from back home, the biggest being the game of Cricket. With a major global tournament of the Cricket World Cup around the corner, yet nowhere in the US to celebrate, we decided to spotlight the constant craving of a young sports fan during the World Cup season. Result: a buzzy campaign with the first-ever sponsorship for State Farm at the sporting event’s biggest tournament.

360 Branding

Concept

Broadcast

Online Video

Social 

Out-of-home

Photography

Sponsorship