Socceroos dispute the end of the ‘golden generation’ in new brand platform
The Socceroos are on a mission to challenge the notion that their best days are behind them, with a new brand platform via M+C Saatchi Group AUNZ aiming to transform the team into a national symbol.
The campaign comes as the Socceroos prepare for the 2026 FIFA World Cup . It wants to redefine how Australia sees the men’s national team — not as a nostalgic reflection of past glories, but as a “bold, modern cultural force”.
It poses a question: What if the Socceroos ‘golden era’ isn’t over?
This refers to the ‘golden generation’ of 2006, when the team qualified for and competed in the FIFA World Cup for the first time in 32 years.
Daniel Borghesi, creative director at M+C Saatchi, said it’s easy to romanticise this “so-called golden generation”, which makes people forget how much the team has achieved since.
“This idea that the golden era is over, I think is just untrue,” he told Mumbrella. “So we’re challenging this misconception.”
‘Forever Golden’ is crafted to resonate with both diehard and next-gen fans, uniting the passion behind football with the “energy” of fashion, music, and street culture.
At the heart of it is a new visual identity developed in partnership with creative studio Ooft, which features a new custom wordmark.
M+C Saatchi also created the hero film, a 60-second spot that acknowledges history while looking to the future.
“As they say in the Socceroos camps, its about having pride in the shirt. And with that comes a proud team with a proud history,” Borghesi said. “So I think we had to acknowledge that in order to build up. It all adds to this rich tapestry of the Socceroos’ history, history is obviously a really important part of it, but our flip was adding the ‘forever’ aspect to it, so that it was very much forward facing.”
Football Australia’s interim CEO, Heather Garriock, seconded this idea of championing both the past and the future.
“The Socceroos represent so much more than 90 minutes of football – they reflect the pride, grit and multicultural identity of modern Australia,” she said in a release. “‘Forever Golden’ honours our past while igniting belief in our future. It’s a bold expression of who we are and where we’re headed on the world stage.”
M+C Saatchi wanted to capitalise on a cultural moment in an effective way, as per its ‘Cultural Power’ proposition.
Borghesi told Mumbrella Australian sports teams innately have cultural power, the Socceroos included.
“That was a really lovely synergy for what we’re trying to do,” he said.
The campaign is live across film, OOH, digital, social, and in-stadium channels.
Credits:
Football Australia
Peter Filopoulos – Chief Customer, Brand and Marketing Officer
Nicole Zosh – General Manager – Marketing
Joe Murphy – Marketing Manager
Ryan Ostle – Creative Manager
Matthew Townsend – Media Manager
Carlo Kasparian – General Manager – Digital Content and Marketing
Richard McBurnie – Executive Producer
Charlie Brooke – Digital Content Lead
M+C Saatchi
CEO Michael McEwan
Head of TV Production: Loren August
Head of Integrated Production: Gemma Heyes
Creative Director: Daniel Borghesi
Senior Broadcast Producer: Lill Schroeder
Strategy Director: Luke Haynes
Senior Account Director: Jaime Wright
Art Director: Jake Rowland
Art Director: Laura Murphy
Copywriter: Amy Morrison
Copywriter: Claire Kirby
Integrated Designer: Kristopher McDuff
Senior Retoucher: Matthew Cox
Production:
Film Production Company: Good Oil
Director: Courtney Brookes
DOP Max Walter
Producer: Tracey-Lee Permall
Photography: Billy Zammit
Design: Ooft Studio
Creative Director: Leslie Sharpe
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Daniel Berghesi
FIFA World Cup
football
Football Australia
Heather Garriock
M&C Saatchi
soccer
Socceroos
Subway Socceroos
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