COPYWRITING — BRANDING — ART DIRECTION — CREATIVE
Football Australia required a creative campaign that promoted the CommBank Matildas at the FIFA Women’s World Cup 2023.
The Brief:
The campaign must create awareness, excitement, and establish player profiles. It should make emotional connections with sports fans and engage grassroots participants. The ultimate goal is to build brand awareness, promote matches and turn the target audience into active fans.
The idea:
My daughter actually inspired me when coming up with the tagline and overall idea. They started singing “we are one, but we are many” at daycare and I thought this has got something.
Players dream of lifting it, and fans dream of experiencing it. With its excitement and atmosphere, the World Cup is the pinnacle for both. It’s a festival of football that unites and brings people, and communities together. As a fan of the beautiful game, you often wonder, is this our year? Could it happen, do I dare to dream?
So, I proposed that we all come together, as one voice and support the CommBank Matildas on home soil, in their attempt to become FIFA Women’s World Champions. Together, we can do it. Together we can dream.
The solution:
We ended up with a tagline that would get fans excited and come together to support the national team on home soil. Deep-etched imagery of players interacting with the tagline help give the creative an energetic and bold look. Combined with the shapes and negative space the logo gives, we can create a graphic language that is both respectful and fitting to the event. These shapes can act as visual devices to help lead the eye to key elements or contain calls to actions, URLs or social activations.
The final touch was to add a texture to the design, to help give it a gritty and real-world feeling. It helped give the overall design character, a tribal feeling and a nostalgic tone.
