Chris little 

A player’s State of Origin is decided by the local club at which he plays his first A-Grade game. So in 2017, instead of focusing on the 13 professional players that took the field, we looked to the local clubs that helped teach these legends how to pass, kick, run straight and hit hard.

 

We selected 12 local clubs from Quilpie to Roma to represent each letter of the iconic rallying cry, QUEENSLANDER! Using the first letter of each club’s name and the font from their logo, we printed 12 special edition XXXX GOLD cans and bottle tops.

 

Then we travelled around the state to film our local clubs, their players and passionate supporters. The film played in front of 50,000 screaming Queenslanders before game 1 and the entire state via Facebook. Billy Moore helped us raise the Suncorp Stadium roof in a pre-game activation and digital on-field signage surrounded the players during the game. 1000s of Queenslanders collected our cans to share their support for the team, some even sold their complete sets on eBay and Gumtree.

 

Results

46 million cans and bottle tops printed and sold

4% increase in sales

$20.8 million of earned media

And the only result that matters – another State of Origin series win

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Credits

Chris Little (CD), Matt Ennis (AD), Nick McHugh (CW)