For too long, the Socceroos have been seen through the rearview mirror, compared to the so-called ‘Golden Generation’ of 2006. But with a sixth consecutive FIFA World Cup™ locked in, we thought it was time to reframe the narrative.

Forever Golden is the new brand platform for the Socceroos – created by us at M+C Saatchi in partnership with Football Australia – and it flips the story. Instead of asking if our best days are behind us, it dares to ask: What if they never left?

From winning a major trophy in 2015 to taking Argentina to the wire in Qatar, this team keeps delivering. So rather than rely on nostalgia, we built a campaign rooted in belief, momentum, and the energy that fuels football in Australia – from the terraces to the couch at 3am.

We worked with OOFT Studio to give the team a new look too – a bold, kinetic identity that moves like a flag in full swing. It feels modern, alive, and driven by the people who support it.

Tony Popovic, Head Coach, Socceroos, said: “We know just how special it is to wear the Socceroos jersey. The pride it instils in us as we represent our friends, our family and our nation. This campaign reminds us that while the past provides us wonderful moments and memories that live within all of us – the best is still to come. We’re excited to now take that journey towards the World Cup.”