Jimmy Brings launches new mobile game ‘Jimmy Kicks’ celebrating State of Origin via Paper Moose


Jimmy Brings pits New South Wales against Queensland through a new in-browser game, aptly named Jimmy Kicks, developed by Paper Moose, to drive brand engagement in a highly competitive winter period for alcohol advertising.


Just like watching the real thing, Jimmy Kicks delivers multiple branded spaces for Jimmy Brings’ numerous partners and sponsors.

The aim of the game is to keep a football in the air for as long as possible while dodging a variety of footy-themed obstacles. The further the ball travels, the higher the score. Brands including Koala, The Iconic, JBL and Dinnerly have teamed up to offer a generous $25,000 prize pool. Plus, every player wins a discount on their next Jimmy Brings order.

The game was played over 54,000 times in the first 24 hours.

Says Nick Hunter, executive creative director, Paper Moose: “State of Origin is a calendar highlight for all rugby league fans across the country. We’re proud to have created a game that tips its hat to the classic Queensland/New South Wales rivalry but is still super enjoyable and accessible to anyone.”

Jimmy Kicks was built entirely in-house at Paper Moose, a hybrid creative agency, featuring retro-style sports illustration by Pawel Zawislak and campaign elements designed by Leonardo Miranda from Jimmy Brings. The campaign will feature across Catch-Up TV, BVOD, YouTube, Online, and socials.

Says Jamie Gagliardi, head of marketing, Jimmy Brings: “Paper Moose always delivers creative solutions that both engage our customers and include our partners in terrifically fun fashion. Jimmy Kicks perfectly drives brand engagement during winter months when people are home watching sports and playing games with friends and family – especially considering Victoria’s current Covid challenges.”

Client – Jimmy Brings
Head of Marketing – Jamie Gagliardi
Marketing Specialist – Jesikah Boatfield
Brand and Design Specialist – Leonardo Miranda Lobos
Content and Social Media Manager – Jen Mackie
CRM Manager – Angela Lo
Marketing Coordinator – Stephanie Williams

Agency/ Production: Paper Moose
ECD: Nick Hunter
Creative Director: Jeremy Willmott
Copywriter: Pete Saladino
Lead Developer: Greg Poole
Developer: Adam Demire
Project Lead: Rob Hughes
Producer: Mike Funnell
Illustration: Pawel Zawislak
Animation Director: David Way
Animation: Javier Castro
Designer: Jason Fidel
Sound Designer: Matthew Perrott