Case Summary
How does a brand (in this case national sports team) leverage a perfectly timed event to ignite a cultural sensation and turn it into a tipping point for lasting change? For the Matildas, Australia’s under-rated and under-supported women’s football team, the breakthrough was in elevating their heroic performance at the first-ever Australia-based World Cup into a rallying cry that ignited the whole nation’s passion.‘Til it’s done’ helped to fill stadiums, set viewership records, trigger government funding for women’s sports and inspire lasting change.