The main objective of the campaign was to create the first-ever FIFA Women’s World Cup Official Song: a music track that encapsulated the energy, vibrancy, optimism, and ambition of the most eagerly awaited FIFA Women’s World Cup in history, and to drive global viewership of the tournament.

With the women's game reaching new levels of global prominence, the anthem needed to capture the essence of equality in football and drive female empowerment through the sport and fandom.

The campaign sought to engage the audience - particularly a younger demographic – by leveraging the power of music to manifest the tournament's mantra of 'Beyond Greatness.'

The brief to the artists was clear: create one powerful anthem that celebrates the biggest event in women’s sport. The resulting track, "DO IT AGAIN," not only made history, but it also set a new benchmark for future Women’s World Cup anthems.

From the beat to the melody and lyrics, DO IT AGAIN needed to pulse with energy, vibrancy, and ambition. The song had to encapsulate and amplify the joy of women’s football that had been sweeping the world, culminating in the 2023 FIFA Women’s World Cup.

Reflecting that optimism, BENEE and Mallrat created a pop song that drew on each of their respective backgrounds; from humble beginnings to global stardom, reached through guts and grit. That sentiment flowed throughout the track, mirroring the journeys of the football players set to grace the stage at the FIFA Women’s World Cup, each who had worked tirelessly to achieve their dreams.

The lyrics-based video put that meaning front and centre of the song, serving as a rallying cry to players and fans alike, while transcending football to capture the spirit of empowerment, unity, and self-belief at the heart of the FIFA Women’s World Cup.

The best World Cup songs stir, inspire, and energise everyone from armchair listeners at home to stadium crowds, and even the players themselves. That was the goal for DO IT AGAIN.

Universal Music's local research revealed Gen Z’s strong passion for music; one that vastly surpassed their interest in sport. The creative process involved extensive research and data analysis to identify the perfect music talent for what needed to be a collaboration of era-defining proportions.

BENEE and Mallrat -- with over 3 billion lifetime music streams between them -- were chosen for their ability to encapsulate the audacious, daring, and trail-blazing spirit of the FIFA Women’s World Cup, through their distinctive blend of catchy, relatable pop.

Not only that, but the pair’s genuine friendship and shared stories of meteoric rises from obscurity to stardom, would perfectly encapsulate the stories of many of the women competing at the FIFA World Cup.

DO IT AGAIN became a cultural phenomenon that rivalled recent Men’s World Cup official songs. The track's momentum on TikTok, coupled with strategic partnerships with platforms like Spotify, propelled it to the forefront of cultural touchpoints.

PR reach contributed to nearly 60 million impressions. The anthem's social media presence was staggering, with over 70,000 fan uses and total views exceeding 15 million on TikTok.

It launched a tournament that would make history for women’s sport across attendance, broadcast, and engagement. A record 1.7M game-day tickets were sold, its digital audience took just 15 days to surpass the *entire* previous tournament, plus it garnered 3.2 billion content views across FIFA social platforms, with a single event netting a history-making 53.9 million broadcast audience for a single match, while injecting $1.32bn (AUD) into the Australian economy.

DO IT AGAIN became the anthem the Women’s World Cup had been awaiting since 1991.