Round 2 State of Originality ads from BWM Dentsu, McCann, M&C Saatchi & more

State of Origin game two aired this evening on Nine, with the network also highlighting the second round of entrants in its State of Originality initiative.

State of Originality was announced at the back end of 2020, as a call to arms for marketers and brands to create big-brand moments for the State of Origin commercial breaks.

The winning ad will take home $1 million in advertising inventory across Nine’s assets. The first round saw entrants from TBWA, Colenso BBDO, DDB and Leo Burnett.

This round sees ads from  BWM Dentsu Melbourne, McCann, Magnum & Co, M&C Saatchi and The Post Works / Radium Design.

The competition will be judged by The Monkeys’ chief creative officer, Tara Ford, Howatson + White’s Ant White, former adman and 3AW breakfast host Russell Howcroft, and former CEO of BBH and founder of MakeLoveNotPorn, Cindy Gallop.

Nine’s Director of Powered, Liana Dubois, said: “We are excited to announce the second instalment of entries. 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.”

Nine is highlighting the following five entrants during this round, with more ads to be spotlighted as the series rolls into game three.

MenuLog – ‘#OriginSnackdowns’

By McCann

ResMed – ‘State of Origin Campaign 2021’

By Magnum & Co

Four N Twenty – ‘We Were There’

By BWM Dentsu Melbourne

Anaconda – ‘Anaconda’s Fish Of Origin’

By The Post Works / Radium Design

BWS – ‘Before Convenience’

By M&C Saatchi


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