CommBank Matildas stars take centre stage as Football Australia unveils FIFA Women’s World Cup 2023™ campaign
With 23 days to go, Football Australia has today proudly launched a fully integrated CommBank Matildas’ marketing campaign for the FIFA Women’s World Cup Australia & New Zealand 2023™.
The pursuit of greatness never ends, both on and off the pitch. Whether it is thrilling crowds with their attacking, high-octane, uncompromising style of football on the pitch, or empowering the next generation by reimagining and expanding what it means to be a footballer. The campaign spotlights the drive, commitment and unrelenting ambition of the CommBank Matildas who perpetually strive for more and won’t stop ‘Til it’s Done.
Highlighting a collection of CommBank Matildas including captain Sam Kerr, defender Ellie Carpenter, forward Mary Fowler, midfielder Tameka Yallop, goalkeepers Lydia Williams and Teagan Micah, defender Clare Polkinghorne and midfielder Katrina Gorry among several notable players, the film pieces, heroed by a 60-second piece, were brought to life by Ogilvy Australia with production support from production partner Betty Wants In.
The feature film provides a behind-the-scenes glimpse at the immense lung-busting, muscle-cramping, steely-eyed work required by the CommBank Matildas’ world-class athletes to prepare for the greatest sporting show on earth this year – the FIFA Women’s World Cup.
Football Australia CEO, James Johnson, said: “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. The team, through our great work to build their profile and partner with premiere brands, has itself become a global and iconic brand. 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 in the ‘Til it’s Done campaign.”
“We know the FIFA Women’s World Cup 2023™ is just the beginning of the transformative ability of football and, through how the CommBank Matildas consistently connect and resonate with Australians, we have a wonderful opportunity to harness the incredible energy currently around football and showcase this team to new audiences.
"The ‘Til It's Done campaign encapsulates the spirit, energy and essence of this team and we are thrilled that we are now able to showcase it to the world,” Johnson concluded.
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.
To celebrate the launch, we are giving fans the chance to win a signed CommBank Matildas jersey. To be in the running to win, enter now!
Follow the CommBank Matildas FIFA Women’s World Cup 2023™ journey:
Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams & Competitions: Arith Ranasinghe
Creative Manager: Ryan Ostle
Mid‑Weight Designer: Ryan Chau
Creative Agency: Ogilvy Australia
Managing Partner: Danielle Chapman
Account Director: Jaime Wright
Executive Creative Director: Hilary Badger
Group Creative Director: Josh Murrell
Group Creative Director: Sharon Condy
Producer: Josh Jenkins
Editors: Patrick O'Farrell, Allan Woolford, Igor Maluf
Post Producer: Alex Egan
Production Company: Betty Wants In
Director: Dom Meehan
Executive Producer: Drew Dunlop
DOP: Shelley Farthing-Dawe
Music: Playup Music
Audio House: Windmill Audio and Bang Bang Studios
Sound Designer: Pip Atherstone-Reid
Photography: Kate Peters and Tom Shaw
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