Ogilvy and Football Australia have found an inventive way for The Matildas, Australia’s favourite national sporting team, to cut through the clutter of teams vying for attention around the Olympics and allow young Australian fans to follow The Matildas when matches are held at night.
On July 25, The Matildas will begin to compete in the Paris 2024 Olympic Games against world ranked number four, Germany at 3.00am AEST. In fact, all of Australia’s three group stage matches during the Games kick-off at 3.00am AEST, making it a challenge for young fans, both new and old, to cheer on the Matildas.
But through the Dream Team Storytime series, fans of all ages will be able to listen via the magic of AI, as Matildas’ captain, Steph Catley, tells the story of the match that occurred while they were in bed dreaming. Following every Australian match, Football Australia will release on Spotify and Apple Podcasts a new story, narrated with Catley’s own voice, with short, animated clips to assist with the storytelling.
The campaign aims to harness the excitement of the Games to grow the popularity and participation of football amongst the next generation.
Football Australia CEO, James Johnson, commented, “The Dream Team series is a groundbreaking initiative that underscores our commitment to connecting with the next generation of football fans. By blending the excitement of the Matildas’ Olympic journey with the magic of storytelling, we hope to inspire young Australians to dream big and engage with the beautiful game.
“We understand the challenge posed by the early kick-off times, but with the Dream Team series, younger fans can relive the thrill of the Matildas’ matches in a way that fits their schedules. This innovative approach allows us to bring the joy and excitement of the Olympic Games into homes across Australia, ensuring that no one misses out on the action.”
Each Dream Team story will be written in real time during and immediately after the match, with each episode being released later that day.
The campaign is led creatively by Hillary Badger, a published author of over 20 books for young readers and executive creative director at Ogilvy Melbourne.
Badger explained, “The Matildas are Australia’s most loved sporting team, and they made a huge impact culturally during the 2023 FIFA Women’s World Cup. Football Australia and Ogilvy captured the team’s never-say-die attitude with the ‘Til It’s Done’ campaign, which the whole nation adopted. The Matildas really symbolise a celebration of women’s sporting achievements that was long overdue.
“Maintaining that spotlight during one of the biggest sporting events is important to get the next generation
into sport. With the Matildas games in France kicking off 3am Australian eastern standard time, it’s a bit past
the bedtime of the kids the team is looking to inspire. The Dream Team series answers that creative challenge. Matildas games will be written up in the form of children’s stories, ready to be downloaded and listened to only hours after each match concludes. Kids don’t
need to miss out on the inspiration that the Matildas will provide during their Paris campaign.”
Ogilvy is responsible for the creative idea, illustration, writing, AI build, and asset rollout of the Dream Team story project.
Access to the Dream Team story series is free.
Watch a preview of Matildas’ Dream Time and subscribe on Spotify or Apple Podcasts.
