Western United tells the people of Victoria’s West ‘The Future is Now’ in new campaign via Twenty3 Sport + Entertainment


Due to kick off their 2021-22 A-League Men season on November 20, Western United Football Club (WUFC) has launched a quirky campaign via Twenty3 Sport + Entertainment, that celebrates the club’s hard work and strong belief.


The campaign, Future is Now, is a narrative that places a spotlight on the values of the Melbourne-based club and the bravery of the people that chose to be there from its inception.

The story focuses on WUFC’s future ‘Ms President’ who talks passionately about her memories of how the club was formed and the ‘Western Journey’ to greatness. Resembling a Hollywood script, the journey has been a tale for the ages with twists and turns at every corner.

‘Ms President’ is a representation of the staff, volunteers, partners, members, fans and footballers who jumped on board the Green and Black, and accepted the hardships and long road ahead in the quest for glory.

Says WUFC player, Dylan Pierias: “The fans are so special to us. The ones that have been behind us from the start, they will be rewarded in the future. In a few years’ time when we’re filling our stadium and celebrating all of the successes we’ve had on- and off-the pitch, that will be so special.”

Says Chloe Alsop, general manager marketing and media, WUFC: “The insight we built this campaign from was that very rarely do you get the opportunity to build a football club from scratch – the pride and emotion that comes from the experiences shared and the stories that will become memories, perhaps even folklore of the club.

“We were confident that Ms President’s story would entertain the viewer, make the current fans feel proud to be part of our club and those new to us, curious enough to learn more.”

The campaign, directed by Ben Jaensch, is led by a 2-minute brand video that will feature across key social media platforms, while the broader campaign will also include offline media.

Client: Western United FC
General Manager Marketing & Media: Chloe Alsop
Media & Communications Manager: Lucy Jones

Agency: Twenty3 Sport + Entertainment
CEO: John Tripodi
Managing Director: Michael Leeds
Head of Sponsorship & Events: Ricky Marcy
Account Director: Wade Gwynne

Writer & Director: Benjamin Jaensch
Cinematography: Cesar Salmeron
Ms Queen (V.O): Linda Cropper
Young Queen: Tamara Barton
Match Vision: Foxtel
Fan Vision: Ben Coonan