Case Film:
Social Video – Queensland
Social Video – New South Wales
Blood Donations Tracker
CLIENT:
NRL (National Rugby League)
The most feel-good hate campaign ever.
State of Origin is a no-holds barred annual rugby league tournament between the Maroons (Queensland) and the Blues (New South Wales). A bloody and bruising full-contact contest between two fierce rivals. But with Queensland’s recent dominance of 11 from the last 12, fans were losing interest.
The NRL needed a way to reignite the off-field rivalry. And they got it. A blood donation competition between Maroons and Blues fans, where pints of blood were dedicated and donated to the other state. Because they were going to need it.
The result? State of Origin rivalry returned to the national conversation in a big way, with national coverage across TV, print online and social channels, and an outstanding number of ticket sales. But most importantly we received a total of 831 pledges to donate blood (QLD: 402 + NSW: 429), which converted to 198 lives saved.
AWARDS (2):
CLIO SPORTS – Gold (2019), MUMBRELLA SPORTS AWARDS – Best Cause-Related Sports Campaign (2019)