Latest XXXX ‘Queenslanders’ Pride in their Origin’ campaign iteration launches
XXXX has dropped the latest installment of its ‘Queenslanders’ Pride in their Origin’ campaign, ahead of tonight’s State of Origin Game II.
Some of XXXX’s small format OOH panels have been transformed into giant 3D OOH beer cans displaying the individual postcodes of where the installation is located.
At Game I, creative agency Thinkerbell launched the first iteration of the campaign, replacing XXXX’s logo on Queensland players’ jerseys for a postcode of their choosing, to celebrate the contributions of their communities and allow players to represent ‘their origins’.
This latest iteration, via media agency UM and OOH company JCDecaux, is set across 11 high-traffic locations in Queensland, to further celebrate the community.
Aidan O’Brien, senior planning managing at UM, said: “It’s all a bit of fun, and another way of giving Queenslanders a way of showcasing pride in their origin.
“For maximum impact and fan engagement we have chosen high traffic locations located right in the middle of footy heartland. But despite all the hype, I still say ‘go the blues’…But then again, I am a New South Welshman!”
Lion’s head of marketing – core beer, Chris Allan, added: “Our ‘Queenslanders’ Pride in their Origin’ campaign just keeps getting bigger and better as we constantly look for more ways to engage fans, encourage them to show their pride and support for their local community, and their favourite origin team: the Queensland Maroons.
“In the age of attention marketing, these 3D cans are an inspired new way to capture and engage our drinkers’ attention and remind fans that XXXX is the beer of choice this Origin series.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Aidan O'Brien
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Chris Allan
JCDecaux
Queenslanders' Pride in Their Origin
State of origin
UM
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