Nine has unveiled the next set of selections for the State of Originality competition as part of Game 2 of the 2021 State of Origin series.
The winner of the competition will take home the biggest prize in Australian advertising, with more than $1 million in advertising inventory up for grabs across Nine’s television, radio, digital and print assets.
The five campaigns announced as entries in the competition are:
MenuLog
Agency: UM
Creative: McCann
Campaign name: #OriginSnackdowns
ResMed
Agency: Taska Media
Creative: Magnum & Co
Campaign name: State of Origin Campaign 2021
Four N Twenty
Agency: iProspect
Creative: BWM Dentsu Melbourne
Campaign name: We Were There
Anaconda
Agency: PHD Media
Creative: The Post Works / Radium Design
Campaign name: Fish of Origin
BWS
Agency: Carat
Creative: M&C Saatchi
Campaign name: Before Convenience
In each of the three State of Origin games, Nine will unveil new entries for the competition, which will be then be judged by a panel consisting of 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, Cindy Gallop.
When the final list of entries is unveiled at the end of State of Origin Game 3, Nine will open a public judging component, with 20 per cent of the voting going to votes cast via the Wide World of Sports website.
“We could not be happier with the ads that have entered our State of Originality,” said Liana Dubois Nine’s director of Powered. “These first four ads highlight the incredible creativity that exists within Australian adland, and they have taken advantage of the unique platform that is the State of Origin to reach an audience of millions of Australians.
“Our goal in creating State of Originality is to drive new creativity and ensure the advertising on screen is as entertaining and engaging as the footy on the field.”
Entries remain open until Round 3 of the State of Origin go to stateoforiginality.com.au for more information.
List of State of Originality entries announced in Game 1:
SA Tourism: For those who want a little more
Agency: TBWA Adelaide / Wavemaker.
Watch here.
Google: Helpfulness
Agency: Colenso BBDO NZ / PHD
Watch here.
McDonalds: End of Night NSW
Agency: DDB / OMD
Watch here.
Bundaberg: Australia’s most famous cocktail: Bundy and Cola
Agency: Leo Burnett / Foundation
Watch here.