Situation

As Australia’s national women’s team, the Matildas were underpaid and ignored by sponsors, the media and fans. Yet the Matildas never quit. Ahead of the first World Cup ever hosted in the Southern Hemisphere, we knew this was the moment to reverse the team’s fortunes and bring long-overdue respect to women’s sport.

Brief

We needed a campaign that would show the nation why the Matildas – and all women’s sport – truly matter. We didn’t want people to pay attention because they felt they should, but because they couldn’t look away.

Objectives

- Grow love and respect for The Matildas during the World Cup and ongoing.

- Counteract the sexism and bias that keeps women’s sport down.

- Grow interest and participation in women’s sport.

- Attract government funding.

Using a phrase drawn from the middle of The Matildas’ name, we crafted ‘Til It’s Done, a bold statement that united an entire country behind our national women’s football team.

The rally cry encapsuled the team’s legendary refusal to quit. It caught fire amongst fans, showing up everywhere from homemade banners to tattoos.

A viral OOH execution featured a list of achievements and struggles the team had to overcome: ’Til we’re not wearing men’s hand-me downs’. ’Til no-one calls us the female Socceroos’.

Left uncrossed were the challenges they were yet to conquer, like ’Til all women are paid the same and ‘Til we get our fair share of the funding.

And that’s how we harnessed our campaign to rewrite history. After The Matildas called for funding, the government responded with $200 million for women’s sport.

The Australian national women’s team (The Matildas) has traditionally suffered from a lack of sponsorship and media attention. We needed a powerful idea to capture the attention of a nation obsessed with men’s sport in the lead up to the 2023 FIFA Women’s World Cup. This was our chance to change the perception of women athletes in this sport-obsessed nation.

‘Til It’s Done is a rally cry that speaks to the relentless ambition and determination of the Matildas.

All of Australia united behind the team during the World Cup, showing that they value grit and skill over sexist ideas about what makes an athlete.

Our outdoor ad became instantly iconic – a bold to-list with all the team’s audacious achievements crossed off. And uncrossed was everything still to be done.

In 2023, Australia hosted the first World Cup in the Southern Hemisphere. This was our chance to encourage Australians to support our women’s team and change perceptions of women athletes in this men’s sport-obsessed nation. 

We launched ‘Til It’s Done in the lead up to the Cup. Driven by our rally cry, Australian’s united behind the team, proving we value grit and skill over sexist ideas about what makes athletes. We turned women’s sport into something no-one watched, into the biggest TV audience in Australia. 

When the Matildas lost their semi-final, Australia wasn’t done with their story. In less than 24 hours, we responded with an iconic outdoor ad – a bold to-list with the team’s achievements crossed off. And uncrossed from the list was everything still to be done, for example: ‘Til all women are paid the same. This is something the Matildas won’t give up on...’Til It’s Done.

Our hashtag #tilitsdone generated over 32 million impressions. Awareness of the ‘Til It’s Done campaign reached 61% recall and 77% positive rating. And the phrase ‘Til It’s Done entered the vernacular and remains there.

Our Matildas ad called for a ‘fair share of the funding’ for women’s sport and days later, the government responded with $200 million. 

The campaign contributed to positive brand health metrics, including becoming Australia’s favourite national team. And for the first time, the Matildas kit outsold men’s kit 3-1.

The Matildas are more than a sports team. Their remarkable journey through the FIFA Women’s World Cup 2023 has seen them emerge as a pivotal force in sports and society, inspiring a generation, transforming gender norms and reinforcing Australia’s standing on the global stage. 

A big impact for 3 little words.