The Subway Socceroos has teamed up with Ogilvy Australia on a brand campaign ahead of the team’s arrival in Doha for the AFC Asian Cup Qatar 2023.
The new brand platform, ‘A Different Breed’, follows the Socceroos’ identity cultivated over many generations and how the journey has shaped the current squad. It shows how the Socceroos have inspired a nation and galvanised the football community through their many on-field exploits.
The campaign encapsulates the belief, desire, and spirit of the Subway Socceroos as they begin to write the next chapter in their storied history.
The focal point of the campaign launch is a video featuring the current core of players – Keanu Baccus, Mitchell Duke, Jackson Irvine, Sam Silvera and Harry Souttar – who have been pivotal to the squad’s success, as well as the next generation of talent beginning their national team journey.
The campaign will run across the Subway Socceroos entire FIFA World Cup 2026 qualification campaign, with promos/television commercials, a national presence through OOH and radio; as well as digital ads and digital activations through the official Subway Socceroos and Football Australia social channels.
James Johnson, Football Australia CEO, said ‘A Different Breed’ captures the essence of this Subway Socceroos team and would resonate strongly with fans, old and new.
“The Australian men’s national team is littered with stories of pioneers and champions across the course of history, and their influence on the identity of this team is still evident today.
“Those who have watched on for many years will hold fond memories of moments that this team has left a nation in awe – no more so than the FIFA World Cup Qatar 2022 – and deeply understand what this campaign represents, while for the next generation of fans ‘A Different Breed’ makes immediately clear what this team stands for.
“Arnie and the senior members of his squad have worked tirelessly to build a camaraderie that has become the cornerstone of this group’s success, ‘A Different Breed’ is a way for us to showcase that across what is an important period for the Subway Socceroos,” concluded Johnson.
Subway Socceroos captain, Maty Ryan said ‘A Different Breed’ spoke to the many journeys the squad members had taken to become part of the national team and the things that make us “uniquely Australian”.
“The identity of this team, our values and how we want to play are so important to our success and we felt ‘A Different Breed’ summed those things up perfectly,” he added.
Head of Marketing, Communications & Corporate Affairs: Peter Filopoulos
General Manager – Marketing: Nicole Zosh
Marketing Manager – National Teams: Arith Ranasinghe
Creative Manager: Ryan Ostle
Mid-Weight Designer: Ryan Chau
Executive Producer: Richard McBurnie
Creative Agency: Ogilvy Australia