State of Originality: Third set of entrants revealed in Game 3 of Origin

state of originality

• In total, 16 brands entered the competition

Nine has unveiled a final selection of seven entries in its State of Originality competition and opened the public voting component, as the 2021 State of Origin series concluded this evening on the Gold Coast.

The final round of the competition, aimed at inspiring Australian marketers and creative agencies to come up with new creative executions, sees major brands Arnott’s, Isuzu, Officeworks, Rebel, Sportsbet, Stan and Warner Bros. entering for the chance to win the biggest prize in Australian advertising.

In total, 16 brands entered the competition, which was created by Nine’s marketing solutions division Powered and announced at last year’s Upfronts, with more than $1 million in advertising inventory up for grabs across Nine’s leading television, radio, digital and print assets.

The seven new entries in the competition are: Sportsbet for their Bet with Mates campaign; The Arnott’s Group for Tee Vee Snacks and Krispy Kreme, collaboration by Saatchi & Saatchi and Spark Foundry; Rebel’s Sport is Calling by Powered Studios and OMD; Stan’s Power Book III: Raising Kanan; Officeworks for This tax time, it’s payback time by AJF Partnership and Initiative Melbourne; Isuzu for the Isuzu MU-X Teaser Campaign by Publicis World Wide; and Warner Bros. for Spacejam by Mediacom.

In each round of State of Origin, Nine has unveiled new entries for the competition, with campaigns by SA Tourism, McDonald’s, Google, Bundaberg, MenuLog, Four N Twenty, Resmed, Anaconda and BWS showcased in the two previous rounds. See here and here for links.

In the coming days, Nine will announce the results of the judging by an illustrious panel consisting of leading advertising communicators: Australia’s most awarded creative, Tara Ford, CCO of The Monkeys; Ant White, CCO of newly minted agency Howatson+White; former adman, Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and globally acclaimed disruptor, former CEO of BBH, founder of MakeLoveNotPorn and all-round advertising legend, Cindy Gallop.

The Australian public has also been given the opportunity to participate with 20 per cent of the voting going to votes cast via the Wide World of Sports website. Entries are open via till Friday July 16 midnight.

“We are excited to announce the final instalment of entries,” said Liana Dubois, Nine’s director of Powered. “At each stage we have been thrilled to see Aussie marketers and their agencies taking up the challenge we laid down to show us their original thinking through the unique opportunity that is State of Originality.

“Our goal in creating State of Originality was to drive new creativity and ensure the advertising on screen is as entertaining and engaging as the footy on the field, and there are certainly a number of these ads which meet that criteria.”

See More: State of Originality round one
See More: State of Originality round two

The seven State of Originality entries announced in this round:

Campaign Name: Bet with Mates
Creative: In-house

Campaign Name: Power Book III: Raising Kanan
Creative: In-house

Campaign Name: Tee Vee Snacks and Krispy Kreme Collaboration
Agency: Spark Foundry Australia
Creative: Saatchi & Saatchi


Campaign Name: Izuzu MU-X Teaser Campaign
Agency: AKQA Media
Creative: Publicis World Wide


Campaign Name: Sport is Calling
Agency: OMD
Creative: The Monkeys (Melbourne)

Warner Bros
Campaign Name: Spacejam
Agency: Mediacom
Creative: Warner Bros

Campaign Name: This tax time, it’s payback time
Agency: Initiative Melbourne
Creative: AJF Partnership

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