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 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;
- 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.
List of State of Originality entries announced in this round:
- Sportsbet
- Campaign Name: Bet with Mates
- Creative: In-house
- Stan
- Campaign Name: Power Book III: Raising Kanan
- Creative: In-house
- Arnotts
- Campaign Name: Tee Vee Snacks and Krispy Kreme Collaboration
- Agency: Spark Foundry Australia
- Creative: Saatchi & Saatchi
- Isuzu
- Campaign Name: Isuzu MU-X Teaser Campaign
- Agency: AKQA Media
- Creative: Publicis World Wide
- Rebel
- Campaign Name: Sport is Calling
- Agency: OMD
- Creative: Powered Studios
- Warner Bros
- Campaign Name: Spacejam
- Agency: Mediacom
- Creative: Warner Bros
- Officeworks
- Campaign Name: This tax time, it’s payback time
- Agency: Initiative Melbourne
- Creative: AJF Partnership
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 stateoforiginality.wwos.nine.com.au till Friday July 16 midnight.
“We are excited to announce the final instalment of entries,”
said Liana Dubois, Nine’s Director of Powered.
