Don’t be a Daryl

Problem
People loved watching the cricket. But from their lounge chair, not at the stadium. We needed a way to remind fans of what they were missing out on by not being there.

Solution
Daryl. He’s the kind of guy who’s says he’s going to go, but at the last minute doesn’t, and usually regrets it. The empty chair became a symbol of missing out and ‘Don’t be a Daryl’ became summer’s call-to-arms for Cricket fans.