Approach

This campaign was about making the all cancer care message impossible to miss, whether you were scrolling, streaming, or standing in the SCG.

The Jane McGrath Day Silk
Nothing carries the heart of the Pink Test like the silk. In 2025, we reimagined it to reflect McGrath’s new chapter, moving from a breast-cancer-only focus to all cancer care. On Jane McGrath Day, the silk unfurled across the SCG as a bold, emotional centre-piece. For many, it was the first, unforgettable visual that something bigger was happening.

Airport Signage
We caught fans before they even got to the ground with large-scale awareness placements welcoming them to Sydney in Pink Test week.

Paid Social Ads
We designed a full suite of static and animated ads that carried the Pink Test energy into every feed. Pre-event ads built anticipation and told the story of McGrath’s new mission, while real-time creative during the Test kept momentum alive, celebrating donations, tally updates, and key game-day moments. Everything was optimised to each platform for attention-grabbing scroll-stops while staying true to the McGrath brand.

Hourly Tally Updates
Every hour on the hour, we designed and delivered fresh tally graphics that showcased the growing impact of donations. These updates weren’t automated, we built them live, keeping the visuals consistent and on-brand before sending them out to Kayo, Channel 7, Foxtel, and other major broadcasters as well as individuals who needed the assets.

It meant that across TV, streaming, and digital, fans weren’t just hearing about fundraising, they were seeing the number climb in real time as if they were in stadium watching the big screen. This constant rhythm kept the momentum alive, turned every hour into a mini-milestone, and kept the Pink Test’s mission at the centre of the national broadcast conversation.

Nurse Player Cards
We designed custom player cards featuring McGrath nurses that slotted seamlessly into the official cricket series broadcast style. They looked like part of the game-day experience, but still carried the McGrath pink identity, keeping the focus on the nurses while respecting the sport’s look and feel.

Tap & Go Donation Corflutes
We designed portable Tap & Go corflutes that were carried by McGrath volunteers both outside the SCG and throughout the stands. Instead of static donation points, these corflutes turned into mobile giving stations — making it quick, easy, and visible for fans to donate on the spot.

The bright, bold design made them impossible to miss, and by putting them in the hands of volunteers, they became more than signage they created face-to-face moments that connected fans directly to the cause.

The on-ground corflutes were designed to be simple, bold, and impossible to miss, making giving a snap.

Memorabilia Auction Rebrand
The Pink Test memorabilia auction is a fan favourite, one-of-a-kind items that raise huge dollars for the cause. In 2025, we rebranded the auction to align with McGrath’s new chapter, then rolled that design across every channel to make sure the experience was seamless and impactful.

We created a full suite of assets to power the auction:

• Digital ads across Meta + Google to drive traffic and bids.
• Assets for auction partner Hilco to ensure consistency wherever the items appeared.
• EDM graphics and templates to hit inboxes with bold, clear messaging.
• Social media content to hype the auction and highlight key memorabilia.
• Web assets to integrate smoothly into McGrath’s digital ecosystem.

The rebrand gave the auction a sharper, more modern look that stood tall next to the national Pink Test campaign, while still keeping the heart and collectability that fans know and love.

The Outcome

The Pink Test 2025 was the moment McGrath stepped into a bigger mission, and our partnership made sure that message was impossible to miss. From the emotional reveal of the new Jane McGrath Day silk, to the Nurse Player Cards that put faces to the cause, to the hourly tally updates that kept momentum alive on every major broadcaster, every touchpoint worked together to build energy and connection. Volunteers carried Tap & Go corflutes through the stands and around the SCG, turning donations into face-to-face moments, while the rebranded memorabilia auction gave fans a sharper, more cohesive digital experience that matched the scale of the Test. Across five days, millions of fans at home, online and in the stadium experienced a campaign that was consistent, powerful, and unmistakably McGrath, a launchpad for their expansion into all cancer care that was both seen and deeply felt.