Cricket to Conquer Cancer (C2CC) was envisioned as a bold, first-of-its-kind fundraising event for The Princess Margaret Cancer Foundation (PMCF), co-created in collaboration with Ethnicity Matters (EM) and ASTOUND Group. The idea was simple yet powerful: use the unifying spirit of street cricket, a sport deeply rooted in many cultures, as a platform to bring diverse communities together around a shared mission: to conquer cancer in our lifetime.
This was not just about raising money. It was about creating a movement: a high-energy, culturally resonant event that reflected the diversity of Canada’s population, broke away from traditional gala formats, and made fundraising fun, inclusive, and participatory.
ASTOUND’s goal was to bring the idea to life with full-service support (from creative and strategic development to on-site production) ensuring a seamless, scalable experience for PMCF in its first year. Key objectives included:
Engaging donors, celebrities, and attendees in a way that left a lasting emotional and social impression
Bringing Cricket to Conquer Cancer to life required much more than standard event execution. It demanded a unique blend of cultural awareness, experiential storytelling, and logistical precision. As the lead agency, ASTOUND was responsible for shaping the entire experience, from the initial concept and creative direction, through production, planning, and on-site execution delivered seamlessly across multiple phases.
Phase 1: Curtain Raiser (World Cancer Day)
The journey began on February 4, World Cancer Day, with a high-visibility preview event designed to build anticipation and establish credibility. Branded as the “Curtain Raiser,” this moment featured speeches, media coverage, and teaser content that aligned both the cause and the cultural context. ASTOUND carefully balanced creative flair with the solemnity of the mission, ensuring alignment with The Princess Margaret Cancer Foundation’s brand voice while introducing cricket to a wider Canadian audience in a meaningful, accessible way.
Phase 2: Draft Night
The night before the tournament, energy peaked with a live celebrity draft. Top fundraising teams earned the first picks, choosing from a pool of cricketers, musicians, and media personalities. This phase blended competition with star power, elevating the fundraising journey while engaging both participants and audiences. ASTOUND managed the flow of the live event, from talent coordination and security to creating a vibrant, media-ready environment that drove conversation online and offline.
Phase 3: Event Day at Celebration Square
The main event transformed one of the Greater Toronto Area’s busiest civic hubs into a full-day street cricket festival. Nearly 6,000 attendees filled Celebration Square, where ASTOUND reimagined the public space as an immersive, purpose-driven environment. Highlights included:
Key Features & Outcomes
Challenges Overcome
What made this project truly unique was how it merged cultural insight with cause marketing. By integrating cricket, a sport deeply rooted in many of Toronto’s multicultural communities, ASTOUND created an experience that was both celebratory and mission-driven. A public square became more than an event site: it became a space of play, purpose, and collective impact in the fight to conquer cancer.
Cricket to Conquer Cancer exceeded all expectations for a first-year event, delivering both on fundraising and community engagement goals and laying the groundwork for a multi-year platform.
ASTOUND’s objectives were to deliver a scalable, culturally relevant, and emotionally impactful experience that PMCF could grow year over year. And that’s exactly what we did.
The results:
In addition, PMCF reported a deepened connection with new donor communities, especially among South Asian and Caribbean audiences. The event succeeded in creating space for cultural celebration within a philanthropic context – something often missing in traditional fundraising models.
For ASTOUND, this was more than a project. It was a purpose-driven collaboration that showcased our strength in creative strategy, live logistics, and meaningful experience design. That’s why we consider it a resounding success.
