Socceroos launch new brand campaign via Ogilvy

The Subway Socceroos have launched a new brand campaign ahead of the squad’s arrival in Doha for the men’s AFC Asian Cup Qatar 2023.

The new brand platform, ‘A Different Breed’, was developed by creative agency Ogilvy Australia to encapsulate the identity the Australian men’s team has cultivated over many generations.

Football Australia is likely looking to build on the growing momentum of the sport, after the Commbank Matilda’s galvanised the nation in last year’s FIFA Women’s World Cup.

The new campaign is spearheaded by a 60-second film featuring core players Keanu Baccus, Mitchell Duke, Jackson Irvine, Sam Silvera and Harry Souttar, who have been pivotal to the Subway Socceroos’ success, as well as the next generation of talent beginning their national team journey.

Football Australia CEO, James Johnson said ‘A Different Breed’ was a “fantastic way to capture the essence of this Subway Socceroos team”.

“The Australian men’s national team is littered with stories of pioneers and champions across the course of history, and their influence on the identity of this team is still evident today.

“Those who have watched on for many years will hold fond memories of moments that this team has left a nation in awe – no more so than the FIFA World Cup Qatar 2022 – and deeply understand what this campaign represents, while for the next generation of fans ‘A Different Breed’ makes immediately clear what this team stands for.

“Arnie and the senior members of his squad have worked tirelessly to build a camaraderie that has become the cornerstone of this group’s success, ‘A Different Breed’ is a way for us to showcase that across what is an important period for the Subway Socceroos,” he concluded.

Subway Socceroos captain, Maty Ryan added: “This campaign is about our characteristics as a collective, the things we know make us uniquely Australian.

“The identity of this team, our values and how we want to play are so important to our success and we felt ‘A Different Breed’ summed those things up perfectly.”

The campaign will run throughout the team’s entire FIFA World Cup 2026 qualification campaign, with a national presence across TVC, OOH, radio, digital and socials.


Football Australia
Head of Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams: Arith Ranasinghe
Creative Manager: Ryan Ostle
Mid-Weight Designer: Ryan Chau
Executive Producer: Richard McBurnie

Creative Agency: Ogilvy Australia


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