XXXX celebrates Queenslanders’ Pride in their Origin in latest campaign via Thinkerbell
XXXX has hit the field running this State of Origin with a massive through the line campaign developed by Thinkerbell, spreading pride across the Sunshine state.
Coming off the back of a hugely successful 2022 campaign, for the second year running XXXX has removed its iconic logo from the left sleeve of the Queensland jersey and replaced it with a postcode of the player’s choosing.
The aim of the swap is to celebrate the contributions of the broader community in supporting the Maroons players and how this support has enabled them to achieve the highest honour for any rugby league player – running onto the field representing their state.
In an effort to include Queenslanders all across the state, the iconic brand has also released a limited-edition can design and competition that encourages all of Queensland to show their pride in their ‘origin’. The limited-edition release XXXX Gold Pride in your Origin cans feature a unique number ranging from 0 to 9, that can be used to showcase Queensland’s 447 postcodes. Footy fans who enter the competition can win a plethora of prizes, from Maroons ticketed memberships and 2023 Maroons jerseys to $25,000 cash, or a trip to Hamilton Island for four people with selected Queensland Maroons players and representatives.
Along with the player jerseys and cans, the famous logo will also be swapped out in pubs, across new merchandise and even the iconic XXXX Brewery, with the beer tanks sporting a striking new look, proudly displaying 2 giant 4064 postcodes, as a nod to Milton – home of the brewery. The campaign is supported with a 15” TVC, OOH, radio ads, regional print ads, social and digital spend, influencer activity and PR. A first in Australia OOH build will also be rolled out for Game 2, with giant XXXX Gold cans replacing standard OOH capsules in 11 locations in QLD and a custom built Bowen Hills takeover. Further to this, giant inflatable XXXX cans will be appearing in Brisbane pubs throughout the State of Origin season.
Says Chris Allan, head of marketing – core beer, Lion: “We know that it takes the support of many along a player’s journey from local junior to QLD Maroon. Players last year embraced the opportunity to celebrate the contributions of their communities by proudly displaying their postcodes on their jersey. This year, we’re giving local communities the opportunity to show their pride and support in a truly Queensland way. It was important to us to bring this initiative back bigger and better this year, and through an inclusive campaign where truly any Queenslander can have a special role in the conversation.”
Says Tom Wenborn, executive creative tinker, Thinkerbell: “There’s such a rich history between XXXX and the Maroons, you can’t really imagine one without the other, and that feeling of connection seems to run from the players on the field to communities all over Queensland. It’s been an absolute pleasure for our team to find a way to capture the passion and love of the fans and put it on display.”
Client: Lion
Creative and Earned Agency: Thinkerbell
Media: UM
Digital: Affinity
Production: The Producers
Social: Tribe
39 Comments
Now thats taking a big idea and making it bigger. Love this.
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ALI KANO
Made by people who live in 3101. Kills me.
Does it bother you that Great Northern was invented in a Melbourne marketing department and is mostly brewed in Victoria? XXXX comes from Milton, fella. Roots matter.
4655 says you’re wrong.
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Yeah… that’s my entire point. Did you even read my comment?
I was replying to the bloke above who only has one terribly inaccurate thing to say.
8399933635
Looks like a soft drink idea for a beer brand and I mean that in a good way.
It’s a lot…. What does this even mean?
You have to collect cans and make your post code and then what?
love this
I’m bored, no cap
I bet this will be an enduring and powerful use of sponsorship – pride in your origin indeed.
QUEEEEENSLAAANDER!!
This is really good.
2016 Baby!!!!!
This is what happens when the accounts people are also doing the strategy. Makes zero sense.
What about this doesn’t make sense to you? It couldn’t be more simple.
You need to hang up your gloves, mate.
Pride.
Love this initiative. Like the first comment, great way to make a big idea bigger.
LIKE IT
But love this campaign
Go Cam, Wow what a guy! Amazing work. Well done.
Nice! The precedent has been set.
It’s a poorly executed version of what was on their archive reel when it was created up here.
Like everything about this – and it’s a v easy get!?!
This trounces the Westpac origin campaign. Forget juries, if anyone thinks a musical for NRL fans is going to resonate, they’re just proving they are completely irrelevant to the entire industry. This has heart and authenticity. Swapping the iconic XXXX logo for local QLD postcodes – that’s genius. Fat bankers and refs trying to do Sydney Swans ballet – cringeworthy.
not taking anything away from this great campaign, but i’d wager connecting beer to football in a fun way is way easier than with a big bank.
Fair point, but first of all, don’t blame your tools, second, make something people outside of the industry like. It’s not that hard.
So don’t do the sponsorship?
Never said that. Just said do it well.
subscription well spent
Postcodes? Who gives a XXXX?
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Bkcoe
💆
Muy un un un h un
Duucftfkbfr