Following the conclusion of the FIFA Women’s World Cup Australia & New Zealand 2023™, the CommBank Matildas have delivered a powerful and reflective final message in an OOH and social execution, developed by Ogilvy in collaboration with Football Australia.
An extension of the ‘Til it’s Done campaign first launched by Football Australia in June this year, the new work lists the CommBank Matildas’ many goals – those already achieved, and those still to come. However, in a creative execution that embodies the team’s never say die attitude, the list has evolved and expanded in tribute to their relentless grit.
“’Til it’s Done sought to rally Australia around the CommBank Matildas and their never-say-die attitude during the FIFA Women’s World Cup. But our opportunity was to create an ongoing platform for the team that showcased where they’ve come from, and where they want to go. Our tactical execution once the FIFA Women’s World Cup was over has been supported overwhelmingly by the community. We’ve seen the campaign and its hashtag adopted as a mantra for the CommBank Matildas and their millions of supporters,” explained Ogilvy Melbourne ECD, Hilary Badger.
“It also perfectly captures the mood of the nation, and the approach of the team. No matter what milestones they’ve achieved, there’s always something else this group of remarkable athletes strives for. And while as a country we couldn’t be prouder, for the CommBank Matildas it’s not done, and it will never be done just because the FIFA Women’s World Cup is over.”
The OOH execution of the campaign will appear nationally thanks to a partnership with GroupM and the assistance of Australia’s leading outdoor companies which generously donated space. Social executions also went live this week.
Football Australia Head of Marketing, Communications & Corporate Affairs Peter Filopoulos said: "The journey of the CommBank Matildas resonates with the heartbeat of our nation - relentless, ambitious, and unwavering. 'Til it's Done is more than a campaign; it's a testament to the spirit of Australian football and a beacon of inspiration for generations to come. We stand with the CommBank Matildas, proud and forward-looking, knowing that their goals will inspire countless others to chase their dreams, no matter how insurmountable they may seem."
The original ‘Til it’s Done campaign can be viewed here.
Football Australia Marketing
Head of Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams & Competitions: Arith Ranasinghe
Creative Manager – Ryan Ostle
Chief Creative Officer: Toby Talbot
Executive Creative Director: Hilary Badger
Group Creative Director: Josh Murrell
Group Creative Director: Sharon Condy
Managing Partner: Danielle Chapman
Account Director: Jaime Wright
Head of Strategy and Planning: Paul Arena
Studio Coordinator AUNZ / Senior Content Artist Print Production: Gabbie-Joy Ocello
Editor: Matthew Zammit
Producer: Hayden Wells
National Head of Investment – Claire Butterworth