NSW Blues fans provide ammunition for rousing team-talk in second ‘Fuel the Fire’ campaign

Insurance firm GIO has again thrown its brand behind the NSW Blues with Leo Burnett Sydney re-launching the ‘Fuel the Fire’ campaign which this year includes a motivational team-talk with a difference.

GIO invited fans on social media to submit messages to the Blues team which have been curated into an inspirational team talk. The rousing talk was delivered yesterday by State of Origin legend Mark Geyer immediately after the official team announcement at The Star.

The campaign is a follow-up to last year’s first Fuel the Fire campaign, which saw NSW fans thank bragging Queenslanders for helping to galvanise their efforts. NSW won last year’s Origin after an eight-year hiatus.

Leo Burnett creative director Kieran Ots said of the 2015 motivational campaign: “Every fan would love the chance to fire up the team directly, so that’s what we gave them. Their personal gee-up delivered straight to the new 2015 squad, with the moment captured on video to help motivate every Blues fan out there.”

The campaign will extend across all three games as the Blues seek to go back-to-back. The first game takes place on May 27 in Sydney.

GIO Team Talk_Fuel The Fire

GIO marketing executive manager Chris Wilton said: “GIO is the insurance company for NSW and has been a sponsor and supporter of the NSW Blues for 3 years. We asked the people of NSW to once again take pride in their state, by throwing their support behind the Blues, and motivating the team to victory once again.”


Leo Burnett

Executive creative directors: Vince Lagana & Grant McAloon

Creative directors: Scott Huebscher & Kieran Ots

Senior art director: Carlo Mazzarella

Senior copywriter: James Pash

Copywriter: Jonno Seidler

Strategy director: TC Miles

Group business director: Tanya Vragalis

Account directors: Natalie Ungurian & Vanessa O’Brien

TV producer: Rachel Rider

PR account director: Sophie Walton

Social media manager: Bryan Wilmot


Producer: Stefan Puskcar

DOP: Seamus Mullen/Jack McAvoy

Editor:  Dave Anlezark


Executive manager, GIO Marketing: Chris Wilton

Sponsorship advisor: Mark Condon


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