Football Australia is thrilled to announce that the CommBank Matildas’ ‘Til It’s Done outdoor brand campaign has received global recognition at the prestigious Cannes Lions International Festival of Creativity 2024. The campaign was awarded a Bronze Cannes Lion in the Sport – Brand Storytelling category, highlighting the creative excellence and impactful storytelling that captured the spirit of the CommBank Matildas and their journey.

The Cannes Lions International Festival of Creativity is renowned for celebrating the best in the international advertising and communication industry. This year, the festival received 661 entries for the sports category, with only four Gold, six Silver, and ten bronze awards being presented. The ‘Til It’s Done campaign’s achievement is a testament to the outstanding work and dedication of the marketing and creative teams behind it.

Launched in the lead-up to the FIFA Women’s World Cup Australia and New Zealand 2023™, where the CommBank Matildas secured fourth place, the ‘Til It’s Done campaign resonated deeply with local audiences and has now garnered significant global acclaim. The campaign’s success is a proud moment for Australian football and a testament to the power of creative storytelling in sports marketing.

James Johnson, CEO of Football Australia, expressed his pride and congratulations: “This recognition at Cannes Lions is a monumental achievement for Football Australia and the CommBank Matildas. The ‘Til It’s Done campaign brilliantly encapsulated the determination, passion, and resilience of our CommBank Matildas, and it’s incredibly rewarding to see it celebrated on the global stage. Congratulations to Football Australia’s marketing team, Ogilvy Australia and everyone involved in bringing this campaign to life and to our partners who supported this vision.”

In addition to winning the Bronze Cannes Lion for Sport – Brand Storytelling, the campaign was also shortlisted in multiple categories:

• Print and Publishing: Social Behaviour & Cultural Insight
• Industry Craft: Copywriting – Print & Publishing
• Lions for Sport: Fan Engagement/Distribution Strategy

Peter Filopoulos, Chief Corporate Affairs, Brand and Communications Officer at Football Australia, remarked: “The global recognition of the ‘Til It’s Done campaign at Cannes Lions is a testament to the innovative and heartfelt work done by our team. This campaign not only highlights the incredible journey of the CommBank Matildas but also demonstrates the power of effective storytelling in uniting and inspiring fans. We are extremely proud of this achievement and grateful for the support that has made this possible.”

The success of the ‘Til It’s Done campaign not only highlights the creative prowess within Football Australia but also underscores the growing impact and influence of women’s football on the world stage. As the CommBank Matildas continue to inspire and captivate audiences, Football Australia remains committed to elevating the sport through innovative and impactful storytelling.