We fuelled rugby league’s biggest rivalry.
In Aussie, there’s no bigger rivalry than the State of Origin. And there’s no bigger supporters club than the Blatchy’s Blues - blue wig-wearing fanatics, 15,000 strong. So when we got the opportunity to help raise the Blatchy’s fanbase, we fuelled the rivalry even more by using the opposition's words against them.
Our campaign made the Blatchy’s effect feel much bigger and stronger than ever before with our unnamed Maroons player fronting everything we did – opening up about what it’s like to play against them across social and digital, with disheartening quotes appearing on billboards in and around the stadium.