Football Australia's 'Til It's Done CommBank Matildas' marketing campaign has made history, securing an unprecedented eight awards at the prestigious 2024 Asia Pacific (APAC) Effie Awards held on Friday evening at the Four Seasons Hotel in Singapore.
The APAC Effie Awards, known for honouring the region's most outstanding marketing communications efforts, recognised Football Australia's 'Til It's Done campaign - created in collaboration with Ogilvy Australia - across multiple categories. The campaign claimed an extraordinary three Gold awards, one Silver, and the coveted Grand Effie. This marks the highest number of awards ever won by an Australian organisation at the event.
In addition to these awards, Football Australia was named Marketer of the Year and The CommBank Matildas received Brand of the Year honours - historic firsts for both a sporting brand and marketer in these prestigious categories.
Ogilvy Australia also made history, winning Agency of the Year for 'Til It's Done and becoming the first Australian Advertising Agency to secure this prestigious title.
The Effie Awards are overseen by a judging panel of 200 industry experts from across Asia Pacific, making them the region's most rigorous and sought-after recognition for marketing efforts.
Football Australia 2024 APAC Effie Award Honours:
- Marketer of the Year - Football Australia
- Brand of the Year - Matildas
- Silver: 'Til It's Done - David vs Goliath Category
- Gold: 'Til It's Done - Media, Entertainment & Leisure Category
- Gold: 'Til It's Done - Events Category
- Gold: 'Til It's Done - Social Change for Good Category
- Grand Effie
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 audiences locally and globally. The campaign's message of perseverance, resilience, and national pride continues to inspire, and its international recognition highlights its impact on the world stage.
James Johnson, CEO of Football Australia, expressed his pride and congratulations: "This record-breaking recognition at the Asia Pacific Effie Awards is a monumental achievement for Football Australia and the CommBank Matildas. The 'Til It's Done campaign perfectly encapsulated the determination, passion, and resilience of our CommBank Matildas, and it is immensely gratifying to see it honoured as best-in class across multiple categories throughout the region. Congratulations to our marketing, media and digital teams, Ogilvy Australia and everyone involved in bringing this extraordinary campaign to life. Not only has it inspired a nation, but it has now been recognised by the advertising and marketing industry across Asia Pacific."
APAC Effies aims to lead, inspire and champion practices of marketing effectiveness excellence in the Asia Pacific region, and provides the growing industry with a regional platform where the best campaigns are celebrated.
Peter Filopoulos, Chief Corporate Affairs, Brand and Communications Officer at Football Australia, remarked: "Being recognised so profoundly on a global stage like the APAC Effie Awards is a testament to the outstanding creativity, collaboration, and strategic brilliance of our team behind the 'Til It's Done campaign. Winning Marketer of the Year and Brand of the Year is an incredible achievement, underscoring the exceptional work of Football Australia's marketing, media, and communications teams. This campaign not only elevated the CommBank Matildas but also united an entire nation behind our team. Achieving this level of success highlights the power of storytelling and the deep emotional connection we've cultivated with our fans. We are honoured to set new benchmarks for marketing excellence in sport, and I couldn't be prouder of the talented individuals who made this possible."
The Effie Awards are globally regarded by advertisers and agencies as the pre‐eminent awards in the industry. Introduced by the New York American Marketing Association in 1968, the Effie Awards have since been recognised by advertisers and agencies as the global gold standard of marketing effectiveness excellence.
The awards now recognise and celebrate the most effective brands, marketers, and agencies, globally, regionally, and locally through its 50 plus award programmes across the world and through its coveted effectiveness rankings - the Effie Index. Click here to find out more about Effie Worldwide.
