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In a partnership between Football Australia and Ogilvy, the Matildas will be the subject of an AI and children’s book-inspired podcast series called ‘Dream Team’. The series will detail the beloved soccer team’s games during the Paris 2024 Olympic Games in a bid to increase the popularity of the team and sport among the next generation.
During the Games, Australia’s three group stage matches kick off at 3am (AEST), which will make it difficult for many fans to cheer for the Matildas in real-time. Through the power of AI, the free series will allow fans to hear Matildas’ captain Steph Catley narrate the story of the game that was played while they were asleep.
The Dream Team storytime series will be released by Football Australia on Spotify and Apple podcasts after each Australian match. The series is predominantly aimed at young fans, in particular the five- to 12-year-old age bracket.
A Dream Team for the next generation
Football Australia’s CEO James Johnson said the series was a “groundbreaking initiative” to connect to the next generation of Matildas fans.
“By blending the excitement of the Matildas’ Olympic journey with the magic of storytelling, we hope to inspire young Australians to dream big and engage with the beautiful game”, he said. “We understand the challenge posed by the early kick-off times, but with the Dream Team series, younger fans can relive the thrill of the Matildas’ matches in a way that fits their schedules.”
Johnson went on to praise the partnership with Ogilvy, describing it as an “incredible experience”.
“Their creative expertise, combined with our shared passion for football, has resulted in a series that is not only entertaining but also educational,” he said. “We believe this collaboration will leave a lasting impact on the sport and help cultivate a lifelong love for football among young Australians.”
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Answering a creative challenge
Matildas fans will not have to wait long to catch up on the game as each episode of the series will be created in real-time and released later that day. Published children’s author and executive creative director at Ogilvy, Hilary Badger, was an important part of the creation of the new series. Known for her middle-grade Zac Power fiction series, Badger said the intention of the Dream Team series was to maintain the next generation’s interest in sport, particularly while one of the most important sporting events in the world was taking place.
“The Matildas are Australia’s most loved sporting team, and they made a huge impact culturally during the 2023 FIFA Women’s World Cup,” Badger said. “Football Australia and Ogilvy captured the team’s never-say-die attitude with the ‘Til It’s Done’ campaign, which the whole nation adopted. The Matildas really symbolise a celebration of women’s sporting achievements that was long overdue.”
Badger acknowledged the series answered an important creative challenge of how to keep younger fans engaged when they may not be able to watch the game live.
“Matildas’ games will be written up in the form of children’s stories, ready to be downloaded and listened to only hours after each match concludes,” she said. “Kids don’t need to miss out on the inspiration that the Matildas will provide during their Paris campaign.”
A preview of the Matildas’ Dream Team series is available on Spotify now.
The Matildas’ match schedule for the Paris 2024 Olympic Games
Germany v Australia
Date: 25 July 2024 (local) / 26 July 2024 (AEST)
Kick-off: 70pm (local) / 3am AEST
Venue: Stade de Marseille, Marseille, France
Australia v Zambia
Date: 28 July 2024 (local) / 29 July 2024 (AEST)
Kick-off: 7pm (local) / 3am AEST
Venue: Stade de Nice, Nice, France
Australia v United States
Date: 31 July 2024 (local) / 1 August 2024 (AEST)
Kick-off: 7pm (local) / 3am AEST
Venue: Stade de Marseille, Marseille, France
Imagery attributed to Ogilvy and Football Australia.
