FFA reveals ‘Where heroes are made’ in first work from Saatchi and Saatchi

The Football Federation of Australia (FFA) has revealed ‘where heroes are made’ in its first work from creative agency Saatchi and Saatchi, since it won the account from BMF in June.

The campaign – which is promoting its Hyundai A-League and Westfield W-League – combines the launch of the women’s and men’s league with the aim of giving both equal prominence.

In addition, the ad proclaims that heroes don’t come from “galaxies full of superstars”.

In the one-minute TV ad, a voiceover is heard telling Australians real heroes come from “city streets and sun-drenched suburbs” and “small towns and home grounds”.

The FFA encourages young soccer families to support the current and future heroes on and off the field while giving new-comers to the sport a feel for competition.

Luke Bould, FFA CMO, said the new agency, Saatchi and Saatchi was already delivering.

“Our brief to Saatchi and Saatchi was to create a platform that has the scope to roll-out different elements at different stages of the season, and even future seasons, and we feel we have delivered that very strongly,” he said.

Greg O’Rourke, head of leagues at the FFA, said all Australian soccer stars played in the A-league at some point in their careers.

“Similarly, all the Westfield Matildas at the recent AFC Women’s Asian Cup in Jordan had played in the Westfield W-League. Even if our heroes end up overseas playing in leagues around the world, they all start here, in the Hyundai A-League and Westfield W-League.

“We are fortunate that we can see these heroes, week-in, week-out in the Hyundai A-League and Westfield W-League in our own backyard.”

The campaign is set to run across TV, cinema, social and out of home.

Sesh Moodley, ECD at Saatchi and Saatchi, added: “Aussies love to get behind a hero, so it’s time football celebrated its own world-class heroes. The fact that so many Matildas and Socceroos end up playing overseas should serve as an inspiration to the quality of both leagues – as they all started here.

“‘Where Heroes Are Made’ is a platform to support all aspects of football in Australia, not just a campaign, so we’re looking forward to continuing to discover and promote new heroes as the season unfolds.”

The FFA consolidated its agency roster with Publicis in June, appointing Starcom and Saatchi and Saatchi as its media and creative agency of record.


  • Client – Football Federation of Australia
  • Chief Commercial Office: Luke Bould
    GM Marketing & Fan Engagement: Jess Laycock
    Leagues Marketing & Membership Manager: Angela Colless
    Marketing Coordinator: Nathan Sammut
    Creative Agency – Saatchi & Saatchi Australia
  • Chief Creative Officer – Mike Spirkovski
    Executive Creative Director – Sesh Moodley
    Associate Creative Director – Piero Ruzzene
    Associate Creative Director – Flavio Fonseca
    Chief Strategy Officer – Kate Smither
    Senior Copywriter – Anton Posa
    Senior Art Director – Simon O’Neill
    Executive Producer – Renata Barbosa
    Junior Producer – Georgie Patching
    Integrated Producer – Holly De Roy and Adam Currie
    General Manager – Toby Aldred
    Senior Business Director – John Larkin
    Business Manager – Matthew Susko
    Production Company – In The Thicket
  • Director: Jason Bock
    Producer: Megan Ayres
    Executive Producer: Genevieve Triquet and Stephan Renard
    Post Production – The Butchery/The Refinery VFX
  • Offline Editor – Joseph Morris – The Butchery
    Colourist – Fergus Rotherham – The Refinery VFX
    Online Artist – Drew Downes – The Refinery VFX
    Post Producer – Carla Mercer – The Butchery & The Refinery VFX
    Music & Sound Design – Song Zu
  • Music Composition: Ramesh Sathiah
    Sound Design: Myles Lowe
    Executive Producer: Katrina Aquilia
    Voice Casting: Lesley Chambers

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