Seven highlights the most impactful campaigns from the Women’s World Cup
The Seven Network was one of the big winners from the recent FIFA Women’s World Cup, with over 18.6 million Aussies tuning into what become the biggest television event in Australian history.
The brands that attached themselves to the World Cup also benefited, with the likes of Adidas, Cadbury, Nike, Qantas, and a slew of other companies scoring “unparalleled results with their creative campaigns”, according to Seven.
With this in mind, Seven’s chief marketing and audience officer, Melissa Hopkins, tapped four of the biggest names in advertising to choose what they deem to be the most effective ads across the tournament.
Mandie van der Merwe, chief creative officer at Dentsu Creative; Cam Blackley, chief creative officer at M&C Saatchi Australia; Micah Walker, Founder and CCO at Bear Meets Eagle on Fire; and Nick Garrett, global leader of marketing and commerce, at Deloitte Digital judged the advertisements against criteria including innovation, creativity and cultural impact.
“At Seven, we love to champion the best creative content in the country that entertains, has an influential cultural impact and unites Australians – and today is about celebrating our brand partners and agencies who mirror that excellence in their creative campaigns,” Hopkins said.
“Brands in Australia are built on mass cultural moments. I’m thrilled to see so many advertisers raise the bar during the FIFA Women’s World Cup 2023 with captivating content that, together with Seven, drove impact, created conversations and helped shape change. My thanks to our incredible judges and congratulations to those recognised.”
Campaigns shown on Seven during the FIFA Women’s World Cup 2023
Best Overall Creative: Adidas, Play Until They Can‘t Look Away
“The Adidas campaign was super entertaining in the way it delivered the message – the power of pure entertainment is often overlooked in our advertising locally,” said Cam Blackley.
“I’d encourage all marketers to be braver and aspire not just to create work that stands out in Australia, but that can stand up against the best work globally.
“More than ever campaigns need to grab viewers’ attention and be as good as the content that Seven is putting around it.”
Best Local Brand Creative: Qantas, Feels Like Home Again
“Good creative makes the fundamental difference to a campaign’s success,” said Micah Walker.
“It’s how you make the greatest leaps in building brand value. Make something that demands people’s attention, whether it’s funny, visual or emotive.
“Push past the obvious ideas to get to space where it’s worthy of your viewers’ time.”
Campaigns shown overseas during the FIFA Women’s World Cup 2023
Best Overall Creative: Orange, The Crazy Actions Of The French Team That We Have All Forgotten
“The success of this ad is that it went beyond just being paid media; it became popular culture and people started to share it with their friends and on social media,” Mandie van der Merwe said.
“For campaigns to deliver the best results, it is critical clients and agencies are in firm partnership on the goal of their campaigns and create the biggest impact by maximising the huge cultural moments that only TV can deliver.”
Highly Commended: Nike, What The Football
“We are proud to be a part of delivering the massive moments of the FIFA Women’s World Cup 2023 to millions of Australians, and we love that our brand partners got the nation pumped through powerful messages that emotionally connected and entertained millions of engaged viewers on every device, in and out of the home,” said Seven West Media chief revenue officer, Kurt Burnette, said.
“Our coverage of the tournament and the Superbowl-style ads within it became part of the national conversation, truly shaping culture and changing behaviours. It proved once again there is nothing like fantastic creative appearing in context across total television to drive results.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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