Paramount+, Hello and G Flip have reworked the rock classic All Fired Up, unveiling a new anthem and integrated marketing campaign to promote the tournament broadcast.
G Flip previewed All Fired Up live to media and students at Endeavour Sports High School in Sydney, a high school that produces elite football talent, including Young Tillies who have represented Australia, and students competing in national and international leagues.
View this post on Instagram
The anthem is also being leveraged by players and influencers to drive fans to the broadcast during the tournament.
The track has been released for radio play and streaming with a portion of the royalties from the song donated to Women Onside, an organisation dedicated to promoting gender equality in Australian football.
Louise Crompton VP marketing and growth at Paramount+ said: “We wanted to create something bold, punchy and impactful to champion the tournament, reflecting the way enthusiasm for women’s sport keeps gaining momentum and inspiring even more fans to get behind the game.
“We’re seeing a new wave of support for women’s sport, and Paramount+ is proud to be the place where fans can watch every match and be part of it as it unfolds.”
Sam Kelly CEO at HELLO said: “It’s been an absolute privilege for Hello to partner with Paramount+ on their AFC Women’s Asian Cup campaign. Collectively, we set out to build on the extraordinary momentum of women’s football in Australia and deepen fandom through a culture-driving moment that could capture the hearts and minds of the nation.
“We landed on an intergenerational, culture-first music play that we’re confident will unite Australians around the women’s game, while creating a flexible creative thread to connect every touchpoint of the campaign. G Flip’s rework of Pat Benatar’s All Fired Up gives us an iconic anthem we can activate across broadcast, paid media, earned, radio play, social co-creation, performance and in real-world fan environments.”
Credits:
Client: Paramount+
Louise Crompton – VP Marketing & Growth
Emma Petersen – Senior Marketing Manager, Entertainment & Sport
Alicia Ng – Director Brand, Social & Editorial Marketing
Lauren Downie – Senior Marketing Manager, Brand and Content
Peter Andrew – Head of Integrated Planning
Emily Le – Media Marketing Manager
Catherine Donovan – VP Publicity & Communications
Holly Clingan – Publicist & Events Producer
Mikki Katz – Creative Director
Michelle Demkiw – Network Art Director
Evan Ferns – Senior Creative
Amy Micallef – Creative Operations Manager
Demi Zantides – Concept Designer
Stephanie Sambudjo – Concept Designer
Lidia Castelletto – Graphic Designer
Lead Creative, Event, Earned & Social Agency: Hello
Sam Kelly – CEO
Ben Stavert – Director of Editorial & Social
Daniel Hill – Director of Media & Marketing Science
Allex Conley – Head of Publicity
Olivia Watts – Head of Events
Josh Manning – Head of Strategy
Seamus McShane – Head of Design
Sunil Manadavadi – Senior Account Director
Nicole Vella – Senior Account Director
Annabelle Dane – Senior Account Manager – Social
Caitlyn Gregson – Campaign Director
Yasmine Soufan – Account Manager – Media
Above the Line Media Agency: Spark Foundry
Music & Production Partners
Live performance coverage: Studio AHWA
Artist music clip: Zane Productions
Artist management: Future Classic
Record label: AWAL
Music rights: Level Two Music
