Nine Upfront - $1 million State of Originality advertising prize is on again

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 15 September 2021

Nine is running its State of Originality competition again, challenging marketers to make the ads as exciting as the State of Origin series.

The State of Originality awards $1 million in advertising inventory across Nine’s television, radio, digital and print assets to the commercial judged the winner after the three live Origin telecasts.

McDonald’s was the first winner in 2020, with End of Night created by DDB with media partner OMD.

“McDonald’s brought us a beautiful ad to win the very first State of Originality, celebrating a part of the day few of us see, long after the big game is over. It was brilliantly crafted with a wicked soundtrack, It’s Oh So Quiet from Betty Hutton,” says Liana Dubois, Nine’s director of Powered.

“In 2022, Nine will once again throw down the gauntlet, challenging advertisers to bring their big ideas to our screens to engage with our audiences.”

The judges for 2022 include: Josh Whiteman and Paul Chappell, co-founders of Brand+Story; Tara Ford, chief creative officer, The Monkeys; Liana Dubois, director, Poweredby Nine; Cindy Gallop, founder of MakeLoveNotPorn; and 3AW Breakfast presenter Russel Howcroft. 

“We could not be more thrilled to be bringing back State of Originality for a second year,” says Dubois. 

“And in particular, we’re delighted by the calibre of judges joining me to select the winner for 2022. Each of them shares Nine’s passion for great creativity and the fundamental power of a big idea to change the fortunes of a brand.” 

Eligibility to enter requires advertising to be booked within the three-game period of State of Origin in 2022. 

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