In 2023 XXXX launched the “Postcodes of Origin” campaign via Thinkerbell, igniting Queenslanders’ passion for the iconic beer brand during the State of Origin. The XXXX logo on the players’ maroon sleeves was replaced with the postcodes of their junior rugby clubs. XXXX also changed its beer cans’ packaging, swapping branding for numbers. 30 million special edition cans were released. This was one of the biggest projects I worked on at Thinkerbell, across multiple channels. I designed the layouts for the OOH, I created concepts for the UGC component including an animated video wall, I designed the print for the giant can installations, press ads, the supers for the videos and retouched the player's images.
The work won Silver at the Clio awards in the Brand x Team category: https://clios.com/sports/winner/partnerships-sponsorships/xxxx/postcodes-of-origin-507322
The work won Silver at the Clio awards in the Brand x Team category: https://clios.com/sports/winner/partnerships-sponsorships/xxxx/postcodes-of-origin-507322
Credit: Thinkerbell
