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.

One simple ad inspired Australia with everything the Matildas have done, and all they plan to do. It starts with a list of crossed off milestones, from the team’s early struggles including wearing men’s hand-me-downs and failing to be recognised by FIFA, all the way through to their phenomenal success at the World Cup where 11.7 million people watched them live. A number of lines remain uncrossed. ’Til we bring it at the 2027 Paris Olympics. ’Til we go all the 2027 FIFA Women’s World Cup. And in response to calling for ‘Our fair share of the funding’, the government announced $200 million for women’s sport.

A powerful message from the Matildas captured the never-say-die attitude of the team, and the mood of the nation. The response to the campaign was phenomenal. The Matildas' popularity was growing, and #tilitsdone bolstered their fame by generating over 32 million impressions.

The Matildas changed the game forever. And they’re still not done, ’til it’s done.