Both the women and men’s leagues have been launched at the same time to give equal prominence through one joint integrated campaign, the FFA stressed.

The campaign focuses on football’s uniting aspect and leveraging off the men’s World Cup and upcoming Asian Cup, and the women’s World Cup in 2019.

And, like Hyundai's recent Made In The A-League campaign, it highlights that Australia's heroes that at these global tournaments started in the A-League and W-League.

It aims to spotlight current and future football stars to encourage football fans to support the current and next generation of heroes every week around the country.




Following the launch of teaser content on social media featuring former Socceroo Tim Cahill and former Matilda Amy Duggan, the campaign rolls out with an in-cinema brand film, TV and executions across radio, OOH, social and digital.

The campaign will feature hero players from all A-League and W-League clubs.

FFA’s Head of Leagues Greg O’Rourke believes that this new campaign  will appeal to the established football fan and those who are experiencing the competitions for the first time

“Since their inception, the Hyundai A-League and Westfield W-League have proven to be ideal competitions to develop our top male and female footballers,” said O’Rourke

“From the 2018 World Cup in Russia, 18 of the 23-players in the Socceroos squad, and all the starting players in our first match against France, had at some time played in the A-League.

"Similarly, all the Westfield Matildas at the recent Women’s Asian Cup in Jordan had played in the W-League.

“Even if our heroes end up overseas playing in leagues around the world, they all start here, in the A-League and W-League.

“We are fortunate that we can see these heroes, week-in, week-out in our own backyard."

This campaign is the first work from Saatchi & Saatchi Sydney since the agency won the business in June.

Saatchi & Saatchi Sydney deputy executive creative director, Sesh Moodley, said: “Aussies love to get behind a hero, so it’s time football celebrated its own world class heroes.

“The fact so many Matildas and Socceroos end up playing overseas should serve as an inspiration to the quality of both leagues - as they all started here.

"‘Where Heroes Are Made’ is a platform to support all aspects of football in Australia, not just a campaign, so we’re looking forward to continuing to discover and promote new heroes as the season unfolds.”

FFA Chief Marketing Officer Luke Bould added: “Where Heroes Are Made celebrates the stars of the game – the players – and promotes the role they play and their commitment to the Hyundai A-League and Westfield W-League.

"Our brief to Saatchi & Saatchi was to create a platform that has the scope to roll-out different elements at different stages of the season, and even future seasons, and we feel we have delivered that very strongly.

"There’s much more to come from the campaign and we believe it will engage our target audience and get them supporting their heroes at a match in stadium, by watching on FOX Sports and ONE, or streaming via the My Football LIVE app."