Effies
Australia
How ”Giving a XXXX” about Origin turned ’The Pride of Queensland’ to gold
Agency
Thinkerbell
Client
Lion
Awards
Silver
Short Term Effects
Case Study
Summary
This is a story about the enduring power of pride, and a celebration of XXXX’s ongoing belief in the ability of creativity to turn deep strategic insight into sales-driving gold.
By doubling down on the prior years’ creative idea, and committing to modifying entire factory lines’ worth of product (30 million cans), XXXX harnessed its heartlands’ pride for Queensland, to achieve its most successful State of Origin sales period.
XXXX’s ‘Pride in your Origin’ proves the value of consistency, resisting the urge to chase what’s new, instead looking for incremental success through the evolution of the familiar.
Case study
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Credits
| Vince Usher | Author / Lead Brand Thinker | Thinkerbell |
| Timmi Tsapiliaris | Author/ Lead Thinker | Thinkerbell |
| Simon Rich | Author / Creative Strategy Lead Core Beer | Lion |
| Andrew Crowe | Author / Marketing Manager | Lion |
| Adam Ferrier | Founder and Chief Thinker | Thinkerbell |
| Jim Ingram | Chief Tinker | Thinkerbell |
| Tom Wenborn | Executive Head Tinker | Thinkerbell |
| Olivia Romas | Lead Tinker | Thinkerbell |
| Cam McMillan | Lead Tinker | Thinkerbell |
| Gerry Cyron | Executive Head Brand Thinker | Thinkerbell |
| Jasmina Porter | Head Thinker | Thinkerbell |
| Sam Rouse | Thinker | Thinkerbell |
| Catherine Tomlinson | Earned Thinker | Thinkerbell |
| Claire Montfort | Lead Production Tinker | Thinkerbell |
| Emma Malton | Award Organisation | Thinkerbell |
| Ellie Graham | Senior Planning Manager | UM |
| Aidan O’Brien | Senior Planning Manager | UM |
| Andrew Harris | Connections Director | UM |
| Amy Cummings | Connections Director | UM |
| Dani Collins | Senior Digital Strategist | AFFINITY |
| Lukass Strungs | Digital Strategist | AFFINITY |
| Paul Fitzgerald | Experience Design Lead | AFFINITY |
| Andrew McCallum | Head of Tech | AFFINITY |
| Rob Mills | Head of Digital | AFFINITY |
| Federico Taboadela | Digital Developer | AFFINITY |
| Mac Radinoff | Front End Digital Developer | AFFINITY |
| Anubha Sahasrabuddhe | Chief Growth and Commercial Officer | Lion |
| Chris Allan | Head of Marketing – Core Beer | Lion |
| Sam Pulsford | Marketing Manager | Lion |
| Clare Tsubono | Head of Media | Lion |
| Michelle Scalise | Media Manager | Lion |
| Alex Honson | Creative & Partnerships Manager | Lion |
| Damon Thompson | Brand Manager, Sponsorship | Lion |
| David Scheepers | Digital Strategist | Lion |
| Sophie Breheny | Head of Corporate and Brand Communications | Lion |
| Jess Dawes | Connections Planner | Lion |