Football Federation Australia. 
Launching football to the nation.

Football is the largest team-based participation sport in Australia, yet it still has to punch above its weight when the recruitment drive kicks off. It’s also viewed primarily as a boys’ sport despite increasingly strong numbers for girls in recent years. Football Federation Australia approached Five by Five to help build a marketing campaign that introduced people to the idea of starting a new sport – with a strong emphasis on recruiting female players. And with the game relying on more than players, the brief was to communicate a message of inclusiveness to all, including mums, dads, volunteers, referees, coaches and all-abilities players. So how could we inspire children and adults to play football and drive registrations from January 1st onwards?

Our campaign built on an already strong sense of community and diversity within the game and told the story of acceptance with an ‘all-in’ proposition. With a thread from grassroots through to the professional Hyundai A-League and Westfield W-League, we created an aspirational message that worked across TV, social and collateral for multiple Member Federations.