Objective
SBS had exclusive rights to the 2026 World Cup and an idea to match: the Watchers’ Rights Association. What they needed were partners who could take it beyond an ad and turn it into something Australians would actually join, on the budget available.
Insight
Aussies were already watching. Brutal time zones meant late nights, early starts and highlights under the desk, with the Wi-Fi copping the blame for a missed 9am meeting.
Idea
An association advocating for every Australian’s right to watch. We installed Ted Lasso’s Nick Mohammed as Honorary Chairman and built a committee around him: comedians Matt Okine, Mel Buttle and John Cruickshank, alongside Matildas legend Lydia Williams. A hero film, two social series, a landing page and a LinkedIn page gave people somewhere to sign up, backed by research, talent interviews, a Betoota Advocate collaboration and podcast partnerships with Clubby Sports, SCA and Acast.
How it earned attention.
Media hits, against a 20 hit target
224
Earned opportunities to see
88M
Video views across owned channels
2M+
Visits to the WRA website
51k
In the press
What they said.
Campaign Brief
