Placing commitment, determination and grit front and centre of the creative, Football Australia and primary partner CommBank launched an integrated ‘Til It’s Done’ campaign three weeks prior to the FIFA 2023 Women’s World Cup kick-off in Australia and New Zealand.
Developed in partnership with creative agency Ogilvy Australia, production house Betty Wants In and media agency Starcom Australia, this pre-tournament marketing burst aims to build buzz and rally national support for one of the host nations in the lead-up to the tournament through a ‘never-say-die’ national attitude reflect through the team’s committed approach to the game.
The integrated campaign concept aims to capture the quest the CommBank Matildas are on and this is brought to life across television, radio, outdoor, digital, social and PR and runs with the tagline ‘We’re not done, til it’s done’.
The creative features stars of the Australian women’s national tea – including captain Sam Kerr, Ellie Carpenter, Mary Fowler, Tameka Yallop, Lydia Williams, Teagan Micah, Clare Polkinghorne and Katrina Gorry – and revolves around demonstrating their dedication and commitment.
The campaign was anchored by a hero TV spot, which was filmed in a single afternoon to fit within the team’s training regime, and which saw the creative and production team work with management and coaching staff to ‘ensure the true essence of players was captured’.
The hero ‘We Won’t Rest: ‘Til It’s Done’ spot rolled out across both rights owner and sponsor social and digital platforms from 27 June.
“’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,” explained Ogilvy Australia Managing Partner Danielle Chapman. “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.”
Ogilvy Melbourne Executive Creative Director Hilary Badger added: “What a powerful story of grit, skill and integrity the CommBank Matildas tell. We have created a platform that we hope will help Australians buy into the team’s broader vision for football, sport and the values all the players represent, both now and in the future. There are a lot of football fans amongst our ranks at Ogilvy, so we poured a huge amount of passion and energy to make this happen. Quite a few impossible feats were pulled off daily by our production partners too.”
Football Australia CEO James Johnson commented: “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.”
The creative agency was Ogilvy Australia where the team was led by Executive Creative Director Hilary Badger and Managing Partner Danielle Chapman. Production was handled by Betty Wants In with Director Dom Meehan and Photographers Kate Peters and Tom Shaw, while media was run through Starcom Australia.
Comment
This rousing campaign is part of an early release wave of pre-tournament activation and advertising primarily led by host country marketing activity (such as PUMA’s ‘1975 OG’ campaign) rolling out around a month ahead of the 20 July kick-off.
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