Few sporting venues in the world carry the heritage and visual identity of the Kia Oval. Based in Kennington, it has been the home of Surrey Cricket Club since 1845, hosting international cricket since 1880 and standing as the birthplace of the Ashes in 1882. Framed by its iconic gas holders, the ground represents not just cricketing excellence, but a globally recognised event space.
Since 2012, this historic setting has also served as a powerful canvas for our banner campaigns, transforming the surrounding streets into an extension of the stadium experience. Over the years, these campaigns have evolved creatively while consistently leveraging the same high-impact placements. Standing along Harleyford Road, they link Oval and Vauxhall stations, helping guide fans directly into the heart of the action.
Scroll down to explore some of our most memorable campaigns over the years, along with our latest summer activation.
2012: Establishing a Presence
Our banners first burst onto the scene back in 2012, with a clean and confident approach to venue branding. A series of simple red banners established a strong visual identity, laying the foundation for what would become a long-standing advertising platform. The focus was clarity, visibility and immediate association with the venue.
2017: Celebrating Diversity with MoneyGram
We returned for another campaign to help highlight MoneyGram’s partnership with the International Cricket Cup in 2017. Featuring close-up portraits of international cricketers facing one another, the creative captured the global spirit of the game.
With the slogan “Celebrate Beyond Boundaries,” the campaign, delivered alongside Cross Cultural Media, highlighted cricket’s unifying power during the T20 tournament. It marked a step forward in using the space not just for branding, but for narrative-driven engagement.
2018: Energy and Impact with Vitality Blast
The following year brought energy and intensity with the Vitality Blast campaign. Created with Wasserman (now THE.TEAM), the banners embraced bold, bright blue visuals, dynamic player imagery and flaming cricket balls to convey the excitement of T20 cricket.
Match promotion became central, with the campaign turning the surrounding streets into a countdown to action, immersing fans before they even entered the ground.
2019: Global Focus at the Cricket World Cup
In 2019, as the Oval hosted five fixtures of the ICC Cricket World Cup, the creative direction evolved again. Working with the England and Wales Cricket Board, the campaign embraced a pared-back, typographic style. Large, confident text such as “London” and “#CW19” dominated the banners, demonstrating the power of simplicity at scale and reflecting the global significance of the tournament.
2021: International Rivalries Return
The Royal London International Series (England vs. Sri Lanka), again delivered with Wasserman, marked another key moment. Once again delivered with Wasserman, the campaign reintroduced the excitement of live international competition, reinforcing the Oval’s position as a premier destination for world-class sport.
2026: A Summer Campaign Like No Other
Our current 2026 Summer Campaign, delivered in partnership with Surrey Cricket Club, captures both the energy of the sport and the atmosphere of the season. Running from March through to August, a series of sixteen banners stretch from Oval Underground station around the ground and towards Vauxhall, creating a continuous and highly visible presence.
The creative approach combines player-focused visuals, featuring both men’s and women’s cricket, with broader lifestyle messaging that positions the Oval as a key part of London’s summer calendar. Bold, engaging lines such as “Cricket’s Biggest Party,” “London’s Summer Social,” “Electric Atmosphere” and “Your Summer Starts Here” reflect a shift towards experience-led storytelling. The result is a campaign that appeals not only to cricket fans, but to a wider audience seeking memorable summer events in the city.
The Power of Placement
One of the defining strengths across all campaigns has been consistency in location. The banners line the route from Oval and Vauxhall stations along Harleyford Road, forming a natural pathway to the ground.
This positioning delivers two critical advantages:
- High visibility: capturing commuters, fans, and local foot traffic
- Route guidance: acting as intuitive wayfinding, leading visitors directly to the venue
Over time, these banners have become synonymous with the matchday experience, helping build anticipation long before spectators reach the gates.
A Proven Event Space
From simple branding to globally resonant campaigns, our banner advertising around the Kia Oval reflects both creative evolution and the growing importance of the venue as an event space.
Each campaign has adapted to different tournaments, audiences, and creative strategies while maintaining a consistent presence in one of London’s most iconic sporting locations. The 2026 Summer Campaign continues this legacy: vibrant, inclusive and experiential, it perfectly captures the energy of cricket and the spirit of a London summer.
Looking to bring your brand to life in iconic locations like the Kia Oval? Get in touch with our team to start your next campaign. campaigns that deliver over time. Get in touch to find out more.