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Category
Current Event Response
Annual ID
OS24_PR060M
About the Work
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.
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.
We made their invisible struggles visible. ’Til we’re recognised by FIFA. ’Til we’re not wearing men’s hand me downs. Voiced their ambitions for the World Cup. 'Til we make the country proud. Shared their goals for the future of the game. ’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.
The Matildas made history with their biggest run in a World Cup. And 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 32 million impressions. The Matildas changed the game forever. And they’re still not 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.
We made their invisible struggles visible. ’Til we’re recognised by FIFA. ’Til we’re not wearing men’s hand me downs. Voiced their ambitions for the World Cup. 'Til we make the country proud. Shared their goals for the future of the game. ’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.
The Matildas made history with their biggest run in a World Cup. And 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 32 million impressions. The Matildas changed the game forever. And they’re still not done, ’til it’s done.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Australia / Melbourne
Media Agency
Group M / Melbourne
Client / Brand
Football Australia / Melbourne
Chief Creative Officer
Toby Talbot
Designer
Gabbie-Joy Ocello
Editor
Mathew Zammit
Executive Creative Director
Hilary Badger
Global Chief Creative Officer
Liz Taylor
Group Creative Director
Josh Murrell
Sharon Condy
Producer
Hayden Wells
Head of Strategy
Paul Arena
Account Director
Jaime Wright
CEO
Sally Kissane
Creative Manager
Ryan Ostle
General Manager - Marketing
Nicole Zosh
Head of Marketing, Communications & Corporate Affairs
Peter Filopoulos
Managing Partner
Danielle Chapman
Marketing Manager - Women’s Football
Arith Ranasinghe
Mid-Weight Designer
Ryan Chau
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