GIO thanks Queensland fans in State of Origin campaign for NSW Blues

GIO is gearing up for its sponsorship of the NSW Blues in the State of Origin with a new commercial featuring fans thanking Queenslanders for bragging which makes the Blues hungrier for a win.

The ad, created by Leo Burnett Sydney, is a collection of comments from NSW fans, edited together to thank the Maroons for doing their part to help make NSW more eager to claim victory after losing eight series in a row.

Mark Condon, sponsorship advisor, GIO, said: “As a proud supporter of New South Wales, for Origin this year, GIO wanted to get in amongst the fans at a grass roots level. For too long we’ve heard the chatter from Queensland and we’ve found ourselves buying into it and even defending our position. We thought it was time to turn things on their head and just say thank you. Nothing fires up the Blues more than hearing all that Queensland talk, so in a way, Queenslanders have become the Blues’ biggest supporters and motivators.”

Launched on Monday, the ‘Fuel the Fire’ campaign is complemented with a dedicated website, which will feature additional ‘Fuel the Fire’ videos set to rolled out during the Origin Series.

Andy DiLallo, chief creative officer of Leo Burnett Sydney said: “Fuel the Fire gives every Blues fan a reason to stand behind their team with pride. By using the words of real Queensland supporters we have been able to capture the raw emotion and fierce rivalry that only Origin inspires.”


Client: GIO

  • Chris Wilton – Executive Manager, Marketing – GIO
  • Mark Condon – Sponsorship Advisor – GIO

Agency: Leo Burnett Sydney

  • Chief Creative Officer – Andy DiLallo
  • Creative Group Heads – Pim Van Nunen & Scott Huebscher
  • Creative Director – Kieran Ots
  • Creative Director – Zaid Al-Asady
  • Writers – Jonno Seidler, Curt McDonald
  • Designers – Alex Schieder, Dave Mugford, Eddy Milford
  • Digital developer – Keong Seet
  • Planner – Thomas Miles
  • Group Business Director – Suzie Baker
  • Senior Business Director – Tanya Vragalis
  • Producers – Gemma Heyes, Michelle Browne, Rachel Rider, Georgia Millar

Production Company – Brightworks Productions

  • Producer – Stef Puskar
  • DOP – Seamus Mullen
  • Editor – Luke Banfield
  • Director – Toby Morris



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