GIO brings back its ‘Fuel the Fire’ campaign via Leo Burnett Sydney for NSW Blues fans
Leo Burnett Sydney has re-launched ‘Fuel the Fire’, a campaign for GIO that harnesses the passion of all NSW Blues fans for the 2015 Holden State of Origin series.
In 2014, Leo Burnett created the inaugural ‘Fuel the Fire’ campaign to rally the NSW VB Blues team after eight years of defeat by re-purposing QLD trash-talk into motivational online content and to galvanize the Blues and NSW as a whole.
This year, the campaign aims to motivate fans and the face of a QLD team out for revenge.
GIO invited fans to create the ultimate team talk via the Star yesterday.
Says Kieran, creative director Leo Burnett Sydney: “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.
Says Chris Wilton, executive manager, GIO Marketing: “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 Sydney
Executive Creative Directors: Vince Lagana & Grant McAloon
Creative Directors: Scott Huebscher & Kieran Ots
Snr Art Director: Carlo Mazzarella
Snr 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
Brightworks
Producer: Stefan Puskcar
DOP: Seamus Mullen/Jack McAvoy
Editor: Dave Anlezark
GIO
Executive Manager, GIO Marketing: Chris Wilton
Sponsorship Advisor: Mark Condon
16 Comments
Great work
Nice one.
We have a similar client who would never do something this charming and simple.
Very nicely done, James and Carlo.
Geyer is great.
Sponsorship that doesn’t feel stuck on. Nice work.
So good. Even I like this!
#gothemaroons
Clever idea that could’ve gone horribly wrong so credit for putting that speech together Leo’s. Even more credit for making league players look like credible talent.
This is brilliant. Well done to everyone involved.
Great idea.
Actually it’s terrible.
Seriously?
it’s a good idea, but the execution lets it down badly, it feels flat despite the stirring words.
I dont know, but something is missing, feels too forced.
any reason why no music track? would have helped a lot.
Music track?…nothing like a gimmic to ruin a good idea hmmmmm.
I love it. Simple, stirring, strong.
Nice one Leo’s.
music a gimmick? It can make the whole ad muppet. Ever seen that bouncy ball ad by that TV company?
I know i’m the last person that should talk but the use of music to make words more powerful isn’t always the way to go. Silence can be just as powerful. Although I would’ve used RollingStones ‘Gimme Shelter’ here.
What I like is that this was released the same day the Blues squad was announced. The music question is all good one. But I’d rather this be a piece that is raw and reactive.