Nine Reveals First 2022 State of Originality Contest Entries
Nine’s iconic rugby league competition will see the most creative minds in advertising compete, with Nine unveiling a selection of entries in its State of Originality competition ahead of the opening of State of Origin 2022.
As the three-game series between NSW and Queensland quickly turns into a blockbuster creativity clash for adland, the State of Originality competition will see KFC, Menulog, Sportsbet, McDonalds, Isuzu, UPI and Stan among the big brands vying for the price.
The winner will take home Australia’s biggest advertising prize, with over $1 million in inventory up for grabs across Nine’s TV, radio, digital and print assets. The contest was won by McDonalds, DDB and OMD last year.
Campaigns captured so far are: a new advertisement from Menulog featuring the global pop sensation Katy Perry entered by McCann/UM; a new Sportsbet advertisement which is a parody of the Superior gun film entered by PMG; and KFC ‘Fried Night Footy Feast’ presented by Ogilvy Australia/MediaCom.
In each of the three State of Origin games, Nine will unveil new contest entries, which will then be judged by a panel of leading advertising communicators: world-renowned disruptor and former CEO of BBH, founder of MakeLoveNotPorn and versatile advertising legend, Cindy Galop; Dynamic Duo Josh Whiteman and Paul Chappellco-founders of Brand+Story and creators of this year’s acclaimed story of optimism, Fly away from Qantas; Australia’s most awarded design, Tara Ford, CCO of the Monkeys; former advertiser, Grun 3AW Breakfast Panelist and Co-Host Russell Howcroft; and Liane Duboisdirector, Powered by Nine.
“There is no greater platform to showcase the creativity of Australian adland than the State of Origin,” said Powered Director Liana Dubois Nine. “These first three commercials showcase the creativity that will ensure millions of viewers will love the off-court action as much as the game itself.
“We designed the State of Origin to push the industry to find entertaining and creative ways to engage viewers in the biggest and best sports competition on television, with our ambition to see the State of origin eventually becoming the Australian Super Bowl.”
Entries remain open until Round 3 of State of Originality, visit stateoforiginality.com.au for more information.
List of State of Originality entries announced so far:
‘Just Eat & Katy Perry | Did someone say ‘
Agency: McCann / UM
“Bet with friends”
‘Foot of the Fried Night’
Agency: Ogilvy Australia / MediaCom