Nine announces the return of State of Originality


Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series.

This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not only an absolute sporting blockbuster but also a must-watch TV event where the ads would be as exciting as the football action.

McDonald’s were our first winners in 2020, with “End of Night” created by DDB with media partner OMD taking home the coveted big prize.

“McDonald’s brought us a beautiful ad to win the very first State of Originality, celebrating a part of the day few of us see, long after the big game is over. It was brilliantly crafted with a wicked soundtrack, It’s Oh So Quiet from Betty Hutton,”

– said Liana Dubois, Nine’s Director of Powered.

“In 2022, Nine will once again throw down the gauntlet, challenging advertisers to bring their big ideas to our screens to engage with our audiences.”

The State of Originality prize awards $1 million in advertising inventory across Nine’s television, radio, digital and print assets to the commercial judged the winner after the three live Origin telecasts.

Our judges for 2022 include dynamic duo Josh Whiteman and Paul Chappell, Co-Founders of Brand+Story and creators of this year’s acclaimed story of optimism, Fly Away from Qantas; Tara Ford, Chief Creative Officer, The Monkeys; Liana Dubois, Director, Powered by Nine; Cindy Gallop, Founder of MakeLoveNotPorn; and 3AW Breakfast presenter and media maven, Russel Howcroft.

“We could not be more thrilled to be bringing back State of Originality for a second year,”

– said Dubois.

“And in particular, we’re delighted by the calibre of judges joining me to select the winner for 2022. Each of them shares Nine’s passion for great creativity and the fundamental power of a big idea to change the fortunes of a brand.”

Eligibility to enter requires advertising to be booked within the three-game period of State of Origin in 2022.




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