Australians love football. Men’s football. The national women’s team was long overlooked by sponsors, the media, fans. But the Matildas never quit. In 2023, they made history with their biggest run in a FIFA Women’s World Cup. Support for the team reached fever pitch. With the world finally watching, our opportunity was to tell the Matildas’ story of grit, courage, strength and pride. A story that’s never done. ’Til it’s done.

In the lead up to the 2023 FIFA Women’s World Cup, the Matildas' needed a powerful new message to gain the attention and support of the nation. With a phrase drawn from the middle of the Matildas’ name, we created ‘Til It’s Done - a rallying cry that inspired Australia with the team’s relentless ambition.

Failing to be recognised by FIFA, wearing men’s hand me downs. All of Australia followed their ambitions to make the country proud on home turf as they headed into the World Cup and celebrated the phenomenal support for the team throughout the hotly anticipated global event as 11.7 million people watched them on live TV.

As the Matildas made history with their longest run in a FIFA Women’s World Cup, we looked to their future ambitions. ’Til all women are paid the same. And when they called for a fair share of the funding, the government responded with $200 million.

With a phrase drawn from the middle of the Matildas’ name, we created 'Til it’s Done - a rallying cry that inspired Australia with the team’s relentless ambition. We made their invisible struggles visible. ’Til we’re recognised by FIFA. ’Til we’re not wearing men’s hand me downs. 'Til we make the country proud. ’Til all women are paid the same. When the Matildas called for a fair share of the funding for women’s sport, the government responded with $200 million.

Our platform received a phenomenal response. It captured the never-say-die attitude of the team, and the mood of the nation. The Matildas' popularity was growing, and #tilitsdone bolstered their fame by generating over 3.2 million impressions. The Matildas changed the game forever. And they’re still not done, ’til it’s done.

Australians love football. Men’s football. The national women’s team was overlooked by sponsors, the media, FIFA, fans. They were once known as the “Female Socceroos”. Dressed in hand-me-down kits, paid just $500 per match to play before empty stands. But through every knock, the Matildas never quit. Because their story is never done.