GIO launches new video with Blues fans thanking QLD for ‘fueling the fire’ via Leo Burnett Sydney
GIO, an official partner of NSW Rugby League, has launched “Fuel the Fire” – a new campaign via Leo Burnett Sydney, which sees the talk and bragging that comes from Queensland supporters being leveraged to drive the Blues – the team, the supporters and the entire state – to proudly back their Origin side.
The campaign launches with a video that features a heartfelt letter from NSW fans, thanking Queenslanders for doing their part to help the Blues to victory.
The “Fuel the Fire” launch video went live on Monday night (19th May), as part of an online campaign across GIO’s Facebook Page, the NSW Rugby League Facebook Page and other social channels, with the dedicated website and campaign hub fuelthefire.com.au and #fuelthefire collating and sharing Origin inspiration. Encouraging online interaction from both New South Wales and Queensland fans, “Fuel the Fire” will continue throughout the 2014 Origin Series with additional videos to be rolled out during this time.
Says Mark Condon, sponsorship advisor, GIO: “As a proud supporter of New South Wales, for Origin this year, GIO wanted to get in amongst the fans at a grass roots level. For too long we’ve heard the chatter from Queensland and we’ve found ourselves buying into it and even defending our position. We thought it was time to turn things on their head and just say thank you. Nothing fires up the Blues more than hearing all that Queensland talk, so in a way, Queenslanders have become the Blues’ biggest supporters and motivators.”
Says Andy DiLallo, chief creative officer of Leo Burnett Sydney: “Fuel the Fire gives every Blues fan a reason to stand behind their team with pride. By using the words of real Queensland supporters we have been able to capture the raw emotion and fierce rivalry that only Origin inspires.”
Client: GIO
Chris Wilton – Executive Manager, Marketing – GIO
Mark Condon – Sponsorship Advisor – GIO
Agency: Leo Burnett Sydney
Chief Creative Officer – Andy DiLallo
Creative Group Heads – Pim Van Nunen & Scott Huebscher
Creative Director – Kieran Ots
Creative Director – Zaid Al-Asady
Writers – Jonno Seidler, Curt McDonald
Designers – Alex Schieder, Dave Mugford, Eddy Milford
Digital developer – Keong Seet
Planner – Thomas Miles
Group Business Director – Suzie Baker
Senior Business Director – Tanya Vragalis
Producers – Gemma Heyes, Michelle Browne, Rachel Rider, Georgia Millar
Production Company – Brightworks Productions
Producer – Stef Puskar
DOP – Seamus Mullen
Editor – Luke Banfield
Director – Toby Morris
4 Comments
The tears of 9 straight series losses will put that fire out.
BAHAHAHAHAHAHAHAHA!
Brilliantly done @reality.
Nice, Mark.
Not a ruggers fan by any stretch (I prefer the red ball game), but nicely done guys.
It’s got a real authenicity to it – the open letter to QLD idea is a ripper.