Nine’s State of Originality competition is back for 2022 with major brands battling it out for more than $1 million in inventory across Nine’s television, radio, digital and print assets.
KFC, Menulog, Sportsbet, McDonalds, Isuzu, UPI and Stan are among the brands competing this year for the creativity award. The competition was won by McDonalds, DDB and OMD in the inaugral event in 2021.
In each of the three State of Origin games, the first of which was aired last night, Nine will unveil new entries for the competition, which will be then be judged by a panel.
The panel will be made up of former CEO of BBH and founder of MakeLoveNotPorn Cindy Gallop; co-founders of Brand+Story Josh Whiteman and Paul Chappell; CCO of The Monkeys Tara Ford; Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and director of Powered by Nine Liana Dubois.
The campaigns entered so far are a new commercial by Menulog featuring global pop sensation Katy Perry entered by McCann / UM; a new Sportsbet commercial that is a parody of the Top Gun movie entered by PMG; and KFC ‘Fried Night Footy Feast’ entered by Ogilvy Australia / MediaCom.
“There's no bigger platform to showcase Australian adland's creativity than the State of Origin," said Dubois.
"These first three ads highlight the creativity that will ensure millions of viewers love the off-field action as much as the game itself.
“We have devised the State of Originality to push the industry to find entertaining and creative ways to engage viewers during the biggest and best sporting contest on television, with our ambition to see the State of Origin ultimately become Australia’s Super Bowl."
Entries remain open until Round 3 of the State of Origin.
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