TBWA, Colenso BBDO, DDB & Leo Burnett in first round of State of Originality

The return of State of Origin to Nine this evening not only brought with it a variety of new streaming channels via 9Now, but also the first round of entrants in the network’s 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. State Of Origin ad staple, Menulog also released a new ad for the first game.

The competition is being 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 could not be happier with the ads that have entered our State of Originality.

“These first four ads highlight the incredible creativity that exists within Australian adland, and they have taken advantage of the unique platform that is the State of Origin to reach an audience of millions of Australians.

“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.”

Game One of the decades-long rivalry between NSW and Queensland saw creative work from TBWA Adelaide, Colenso BBDO NZ, DDB and Leo Burnett, each looking to create their own “Super Bowl-style” cultural moment for advertising.

Nine is highlighting these four entrants during this round, with more ads to be spotlighted as the series goes on, and entries are still open for the competition.

SA Tourism – ‘For Those Who Want A Little More’

By TBWA Adelaide / Wavemaker

Google – ‘Helpfulness’

By Colenso BBDO NZ / PHD

McDonald’s – End of Night NSW


Bundaberg – Australia’s Most Famous Cocktail: Bundy and Cola

By Leo Burnett / Foundation


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