A new campaign by creative agency R/GA, Out For Blood, promotes the upcoming State of Origin series, leveraging the deep-seated rivalry between Queensland and New South Wales to benefit a cause. The NRL partnered with the Australian Red Cross Blood Service for the campaign, which calls on fans from both sides of the border to give blood – competitively.
“As any player will tell you, State of Origin is Australia’s greatest sporting rivalry, and an annual battle that fans take very personally,” said Peter Jarmain, general manager, brand & marketing – NRL. “This year, we’re giving them a chance to take the fight off the field and make it count. We hope Out for Blood will fire them up for the games, and for a good cause.”
The campaign includes films featuring former players Nathan Hindmarsh and Gorden Tallis, a series of digital display ads, out of home, social posts and two branded Donor Mobile Units that will be touring New South Wales and Queensland in the run up to the series. Donations will displayed via an online tracker at nrl.com/donateblood where you can also pledge to give blood for your state. Fans who give blood at a mobile unit, or an Australian Red Cross Donor Centre in either State, will also be able to show their support with branded bandaging.
“Out For Blood is an initiative that’ll genuinely save lives, and I applaud The Australian Red Cross and NRL coming together to make it happen,” said Bob Mackintosh, VP executive creative Director APAC, R/GA.
The NSW and Queensland versions follow: