Radox wanted to activate its sponsorship of England & Wales Cricket Board in a way that felt fresh, fun, and totally ownable. With their brand platform centred on “Feel Refreshed,” we set out to bring that feeling to life on and off the pitch.

Our idea? Introduce the most refreshing man we could find: comedian Troy Hawke.

Styled as a surprise 12th man, Troy brought his signature charm (and plenty of Radox) to England training. From greeting players with eloquent one-liners to supplying them with refreshments and locker-room essentials, Troy delivered the unexpected and genuinely refreshing moment the campaign called for.

Shot in hidden-camera style, the content captured real reactions from the squad and struck the perfect tone: light-hearted, memorable, and bang on brand.

The result saw over 2 million views across ECB social channels plus millions more on Troy Hawke’s.