After the success of Worcestershire County Cricket's last kit launch campaign, they were ready to raise the bar, ditching tradition to create something with deeper meaning. The brief was to make it personal. Make it powerful. Make it Worcestershire.

Enter Worcestershire Sourced, a bold film concept that celebrated not just the players, but the people. Everyday heroes whose values mirror those of the club: pride, purpose, and community. We brought four volunteers into the spotlight. From youth mental health advocacy to homelessness support, therapy dogs to community clean-ups, each story was filmed on location, where their impact is felt.

Shot in just two and a half days. Delivered in ten. The campaign spanned a hero film, individual shorts, and a bespoke cut for a live-streamed launch. The result? 2,447,000+ total views across YouTube, Instagram, Facebook and X (up 28% vs the 2024 launch video), WCCC’s highest-ever social engagement on a single campaign, and a sold-out launch event with 150+ attendees. Shirt pre-orders surged 60% in the first 72 hours vs the 2024 launch period, and the email push delivered a 41% open rate and 12% click-through, proving the message landed exactly where it needed to: in the hearts of fans.