ANZ Brands Kick off Women's World Cup in Style
After four years of waiting, the world’s biggest game will take centre stage in Australia and New Zealand for the first time. The FIFA Women’s World Cup – kicking off tonight with two matches featuring both tournament hosts – has had a characteristically quieter lead-in than its Men’s counterpart. But that hasn’t stopped the locals’ hype reaching a fever pitch.
LBB APAC have compiled a list of their favourite, hype-building campaigns and activations from Australia and New Zealand, all of which demonstrate immense pride in their national teams.
New Zealand’s breath-taking scenery was the backdrop for a game of football designed to showcase the natural beauty of the tournament co-hosts.
A full-sized temporary football pitch was sustainably constructed to host a local schoolgirls’ football match, refereed by Lindsey Robinson, set amongst the awe-inspiring backdrop of Aoraki Mount Cook National Park. The activity was created by Tourism New Zealand and Special Group.
A collaboration between FIFA and BRING - Universal Music for Brands, brought about ‘Do It Again’, the official World Cup anthem.
Featuring two powerhouse female artists from the host nations; BENEE and Mallrat, the song will be performed live at the opening ceremony at Eden Park, tonight.
Matildas star Sam Kerr is front and centre of the global campaign from NIKE, which comprises six 30 second TVCs of leading women’s football players.
As a part of its global sponsorship of the tournament, McDonalds is set to open the world’s largest ‘Macca’s Fries’ restaurant at Darling Harbour, Sydney.
At almost five metres tall, the larger-than-life Macca’s Fries packet is equipped with a working restaurant serving up iconic hot, crispy fries to football fans within the FIFA Fan Festival, as well as members of the public.
Leading the way for Australian advertisers, Commbank, the official sponsors of the Matildas, were the first to rally support for the local hopefuls.
From Ogilvy Australia, the campaign features key players, including Sam Kerr, Ellie Carpenter, Mary Fowler, Tameka Yallop, Lydia Williams, Teagan Micah, Clare Polkinghorne, and Katrina Gorry. The tagline “We’re not done, til it’s done” encapsulates the complete commitment of the team.
Cadbury – partnering with WPP sister agencies, Wavemaker and Ogilvy – is completely behind the World Cup players with its ‘Cheer and a Half’ campaign.
Their first spot, ‘Biggest Fan’, shows a brother’s act of generosity in creating a poster for his sister.
Cadbury’s Women in Sport program and its ‘Cheer and a Half’ campaign aims to help fans celebrate women athletes – young and pro – in all the ways the world’s male athletes are always celebrated.
‘Collage’ follows the same sister as the “Biggest Fan’ spot, who demonstrates an immensely generous support for the Matildas.
