Macca’s, DDB Sydney and OMD named $1M winners in Nine’s 2021 State of Originality Competition

McDonald’s is the winner of the biggest prize in Australian advertising, along with its agencies DDB Sydney and OMD: $1 million worth of inventory as the winners of Nine’s State of Originality competition.

Determined by an all-star judging panel and the Australian public, Nine’s State of Originality challenged brands and agencies to take the platform of State of Origin and create unmissable ads that captured the attention of the millions of viewers watching each round of the series.

The winning McDonald’s ad, “End of Night”, celebrates a part of the footy seldom shown: the period several hours after the big game. We follow a street sweeper driving around the city late at night as fans, revellers, commentators and Origin greats make their way home with one thing in common: a hunger for Macca’s.

Says Liana Dubois, Nine’s director of Powered: “My sincere congratulations go to McDonald’s and their agencies, DDB and OMD. They took up both the challenge and opportunity in State of Originality to produce some great work that showcases the power of original storytelling, beautifully executed and delivered within the right context.

“I also want to thank our judges, who were all world-class. They’ve helped us to establish State of Originality as a call to arms for brands and agencies who want to be recognised for outstanding, original, well-crafted work.”

Says Amanda Nakad, marketing manager – brand, media and sponsorships, McDonald’s: “Congratulations to all involved. This ad is the culmination of a great idea, a well-connected agency village and brilliant execution. It’s a tribute to all the footy fans across the country who include Macca’s in their game day rituals, wherever they may be. Well done to DDB, OMD and Powered.”

Says Matt Chandler, executive creative director, DDB Sydney: “What better a criteria to be recognised for than originality? We thought there was real magic in all these little Macca’s moments that happen in the late hours after the footy finishes, and we couldn’t be more chuffed that the judges felt the same way.”

Says Aaron Miller, director of sports partnerships, OMD: “SOO continues to deliver audiences at scale reaching over 8 million Australians across the three game series this year, which provided the perfect platform to launch this ad. This win is further credit to the brave direction McDonald’s has taken and the strength of collaboration across the agency village.

In total, 16 brands entered the competition: SA Tourism, McDonald’s, Google, Bundaberg, MenuLog, Four ‘N Twenty, Resmed, Anaconda, BWS, Isuzu, Officeworks, Rebel, Sportsbet, Stan and Warner Bros.

The jury comprised leading Australian creatives: Tara Ford, CCO of The Monkeys; Ant White, CCO of Howatson+White; former adman, Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and globally acclaimed disruptor, former CEO of BBH, founder of MakeLoveNotPorn and all-round advertising legend, Cindy Gallop.

The public were also given the opportunity to participate by casting votes via the Wide World of Sports website. Congratulations go to BWS for “Before Convenience” and their agencies M&C Saatchi and Carat for taking home the first Viewer’s Choice Award.

The State of Originality jury made the following comments on the work they judged.

Says Cindy Gallop, founder of MakeLoveNotPorn and ex-CEO of BBH New York: “This competition is called State of Originality because originality is the foundation stone for great advertising. We should all be asking ourselves of every ad we create, is this truly original? Is it innovative? Is it non-derivative, not recycling old tropes and clichés but creatively producing something highly compelling and engaging that we’ve never seen before? That is the standard we set as judges for State of Originality. And it’s the standard our winning ad delivered against. Congratulations, McDonald’s and DDB.”

Says Ant White, CCO of Howatson+White: “There were only two ads that stood out for me this year, Macca’s and Google. Both were crafted excellently, which is half the challenge. But this award is called State of Originality. And for that, Macca’s just had more of a unique story. If we’re not striving to be original, why will anyone care?”

Says Russel Howcroft, former adman, Gruen panellist and 3AW Breakfast co-host: “Google and Macca’s were up there for me too. Macca’s told a great story with a footy twist and a brilliant soundtrack.”

Says Tara Ford, CCO of The Monkeys: “As creatives you’re always striving to do something original, but seldom is there a million dollars attached. ‘The State of Originality’ is a great challenge for creatives across Australia to make an ad that lives up to the name.”

Commenting on the return of State of Originality in 2022, Liana Dubois said further announcements would be forthcoming, adding: “State of Originality came about because of Powered’s desire to help the industry create inspiring work built on big ideas.

“We have succeeded in that, and I want to thank the judges and the brands who brought us some powerful new work for this competition in a challenging year. As for will it return, all I’ll say for the moment is stay tuned.”

McDonald’s
Chief Marketing Officer: Chris Brown
Marketing Director – Brand, Media & Sponsorships: Amanda Nakad
Sponsorship Manager: Matthew Wallace

OMD
National Director – Sport Partnerships: Aaron Miller
Head of Trading, Sydney: Marelle Salib
Trading Manager: Stef Drazic

Gemba
Account Manager: Keegan Richmond

DDB Sydney
Chief Creative Officer Australia: Ben Welsh
Executive Creative Director: Matt Chandler
Creative Partner: David Joubert
Creative Partner: Jack Nunn
Creative Partner: Dan Saunders
Lead Senior Producer: Tania Jeram
Group Business Director: Nick Cleeve

Finch Company
Executive Producer: Loren Bradley
Producer: Camilla Mazzaferro
DOP: Jeremy Rouse
Editor: Stewart Reeves, The Editors Sydney
Grade: Ben Eagleton
Online: Quade Biddle, Atticus Post
Sound Engineer: Abigail Sie, Song Zu
Music Licensor: Level Two Music, Melbourne