Matildas star in new Football Australia campaign ahead of Women’s World Cup

Football Australia has launched a new integrated campaign featuring the CommBank Matildas, ahead of the FIFA Women’s World Cup, via Ogilvy Melbourne.

With 23 days until the World Cup kicks off, the campaign aims to rally support for the national football team with the tagline: “We’re not done, ’til it’s done.”

It features key Matildas players, including captain Sam Kerr, Ellie Carpenter, Tameka Yallop and Clare Polkinghorne, among others.

The spot provides a behind the scenes glimpse at the lung-busting, muscle-cramping, steely eyed work required by athletes to prepare for the FIFA Women’s World Cup.

Ogilvy Melbourne was appointed to develop the campaign following a competitive pitch, and managing partner Danielle Chapman said the creative and tagline aim to demonstrate the very essence of the Matildas and their committed approach to football.

“‘Til it’s done’ embodies the unique spirit of the CommBank Matildas. No matter how hard they work, who they beat on the pitch, they are – and always will be – relentless. Their work is never done. There’s always a new milestone this team of steely athletes is striving for,” Chapman said.

“And while we wanted to galvanise support for the team’s on-field prowess, we also wanted to capture exactly what they represent: a determination to never quit, a pride in diversity and a genuine duty to inspire the next generation of athletes. Whatever the result of this World Cup, that is the mission of the CommBank Matildas,” she continued.

Football Australia chief executive James Johnson added: “In 23 days, the FIFA Women’s World Cup will provide a global stage for the world to see just why Australians love the CommBank Matildas.

“Our players are stars in some of the biggest football clubs and leagues in the world and that is due to their unremitting pursuit of excellence that is on show, captured in the ‘‘til it’s done’ campaign.”

CommBank Matildas defender Ellie Carpenter said: “It is incredible to be a part of this moment for football and ‘‘til it’s done’ really captures what every member of the squad is putting in behind the scenes so we can be prepared for the world stage.

“It also speaks to us as a team in that we will also put in 100% into every tackle, every run, every moment, every push to make the game better and accessible to the next generation and to make the nation proud,” Carpenter concluded.

The integrated campaign will include 15-, 30- and 60-second promos/television commercials, national presence through OOH and radio, digital ads and digital activations through player social channels, as well as the official CommBank Matildas and Football Australia social channels. The campaign also extends beyond the team with a rallying call for Australians to voice what they will strive for ‘‘til it’s done’.


Creative agency: Ogilvy Australia

Film Production: Betty Wants In

Photography: Kate Peters, Tom Shaw

Media: Starcom


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