Nine has unveiled a new selection of entries in its State of Originality competition as part of game two of the 2021 State of Origin series.
This round of the competition, created by Nine’s marketing solutions division Powered, sees major brands Menu Log, ResMed, Four N Twenty, Anaconda and BWS enter the origin-al creative competition for the biggest prize in Australian advertising.
Nine unveiled the competition 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 five campaigns to be announced as entries in the competition are: MenuLog for their campaign ‘#OriginSnackdowns’ by McCann and UM; ResMed’s ‘State of Origin Campaign 2021’ by Magnum & Co and Taska Media; Four N Twenty’s campaign ‘We were there’ by BWM Dentsu Melbourne and iProspect; Anaconda’s ‘Fish of Origin’ by The Post Works and Radium Design; and BWS’s ‘Before Convenience’ by M&C Saatchi and Carat.
In each round of State of Origin, Nine will unveil new entries for the competition, with campaigns by SA Tourism, McDonald’s, Google and Bundaberg among the entries announced in Round One.
All entries will be judged by a panel consisting of leading advertising communicators: 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.
When the final list of entries is unveiled at the end of State of Origin Game 3, Nine will open a public judging component, with 20 per cent of the voting going to votes cast via the Wide World of Sports website.
“We are excited to announce the second instalment of entries,” said Liana Dubois, Nine’s director of Powered. “Once again we see some great original thinking and brands playing into the unique cultural moment that is State of Origin.”
“As we’ve said throughout this initiative, our goal in creating State of Originality is to drive new creativity and ensure the advertising on screen is as entertaining and engaging as the footy on the field.”
Entries remain open until Round Three of the State of Origin series. Go to stateoforiginality.com.au for more information.
List of State of Originality entries announced in this round:
MenuLog
Agency: UM
Creative: McCann
Campaign name: #OriginSnackdowns
ResMed
Agency: Taska Media
Creative: Magnum & Co
Campaign name: State of Origin Campaign 2021
Four N Twenty
Agency: iProspect
Creative: BWM Dentsu Melbourne
Campaign name: We Were There
Anaconda
Agency: PHD Media
Creative: The Post Works / Radium Design
Campaign name: Fish of Origin
BWS
Agency: Carat
Creative: M&C Saatchi
Campaign name: Before Convenience
