Origin is coming and with it, banter twixt blue and maroon, the old rivalry.
GIO has another instalment of talk from the blue half, as folk of New South Wales tell themselves that eight years of crowing from the Queenslanders “only makes us stronger”.
An interesting theory, and some blues do look convinced in the latest spot for NSW Rugby League partner GIO by Leo Burnett Sydney.
Fuel the Fire went live on Monday as part of an online campaign across GIO’s Facebook page, the NSW Rugby League Facebook Page and other social channels, with the dedicated website and campaign hub fuelthefire.com.au.
There's a hashtag too, #fuelthefire, to keep it coming from both sides.
"As a proud supporter of New South Wales, for Origin this year, GIO wanted to get in amongst the fans at a grass roots level. For too long we’ve heard the chatter from Queensland and we’ve found ourselves buying into it and even defending our position. We thought it was time to turn things on their head and just say thank you. Nothing fires up the Blues more than hearing all that Queensland talk, so in a way, Queenslanders have become the Blues’ biggest supporters and motivators," said Mark Condon, sponsorship advisor, GIO.
Andy DiLallo, chief creative officer of Leo Burnett Sydney said "Fuel the Fire gives every Blues fan a reason to stand behind their team with pride. By using the words of real Queensland supporters we have been able to capture the raw emotion and fierce rivalry that only Origin inspires."
Client: GIO
Chris Wilton - Executive Manager, Marketing - GIO
Mark Condon - Sponsorship Advisor - GIO
Agency: Leo Burnett Sydney
Chief Creative Officer - Andy DiLallo
Creative Group Heads - Pim Van Nunen & Scott Huebscher
Creative Director - Kieran Ots
Creative Director - Zaid Al-Asady
Writers - Jonno Seidler, Curt McDonald
Designers - Alex Schieder, Dave Mugford, Eddy Milford
Digital developer - Keong Seet
Planner - Thomas Miles
Group Business Director - Suzie Baker
Senior Business Director - Tanya Vragalis
Producers - Gemma Heyes, Michelle Browne, Rachel Rider, Georgia Millar
Production Company - Brightworks Productions
Producer - Stef Puskar
DOP - Seamus Mullen
Editor - Luke Banfield
Director - Toby Morris
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
