Matildas deliver final World Cup message in new campaign, via Ogilvy and GroupM
The FIFA Women’s World Cup might be in the rearview mirror, but the Matildas have delivered a powerful and reflective final message in an OOH and social campaign for Football Australia, developed by Ogilvy.
As a natural extension of Football Australia’s ‘Til it’s Done campaign, launched in June before the start of the World Cup, the new campaigns lists off the Matildas’ many goals, some already ticked off, such yet to be achieved.
“’Til it’s Done sought to rally Australia around the CommBank Matildas and their never-say-die attitude during the FIFA Women’s World Cup,” explained Ogilvy Melbourne ECD, Hilary Badger.
“But our opportunity was to create an ongoing platform for the team that showcased where they’ve come from, and where they want to go. Our tactical execution once the FIFA Women’s World Cup was over has been supported overwhelmingly by the community.
“We’ve seen the campaign and its hashtag adopted as a mantra for the CommBank Matildas and their millions of supporters.
“It also perfectly captures the mood of the nation, and the approach of the team. No matter what milestones they’ve achieved, there’s always something else this group of remarkable athletes strive for. And while as a country we couldn’t be prouder, for the CommBank Matildas it’s not done, and it will never be done just because the FIFA Women’s World Cup is over.”
Peter Filopoulos, Football Australia’s head of marketing, communications and corporate affairs, said: “The journey of the CommBank Matildas resonates with the heartbeat of our nation – relentless, ambitious, and unwavering. ‘Til it’s Done is more than a campaign; it’s a testament to the spirit of Australian football and a beacon of inspiration for generations to come. We stand with the CommBank Matildas, proud and forward-looking, knowing that their goals will inspire countless others to chase their dreams, no matter how insurmountable they may seem.”
Credits:
Football Australia Marketing
Head of Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams & Competitions: Arith Ranasinghe
Creative Manager – Ryan Ostle
Ogilvy Australia
Chief Creative Officer: Toby Talbot
Executive Creative Director: Hilary Badger
Group Creative Director: Josh Murrell
Group Creative Director: Sharon Condy
Managing Partner: Danielle Chapman
Account Director: Jaime Wright
Head of Strategy and Planning: Paul Arena
Studio Coordinator AUNZ / Senior Content Artist Print Production: Gabbie-Joy Ocello
Editor: Matthew Zammit
Producer: Hayden Wells
GroupM:
National Head of Investment – Claire Butterworth
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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