XXXX and Maroons spotlight regional communities in latest initiative via Thinkerbell

XXXX, the QRL’s longest-running partner and one of Queensland’s most iconic beer brands, with a rich 144-year history, will take its partnership with the Maroons up a level during State of Origin II and III, in an initiative via Thinkerbell.

Game Two and Three will see the sacrifice of XXXX’s most prized and recognisable sponsorship asset: the gold ‘XXXX’ logo, worn on the sleeve of every Maroons player, to be replaced by the real heroes of the state: the Queensland communities.

Unveiled during Game Two, XXXX will be swapping out its longstanding XXXX logo with the postcode of every player’s community, so when the Maroons run out, the players will be proudly playing for not only Queensland, but with a little bit of home on their sleeve.

For example, Charleville is the proud home of Maroons second-rower Kurt Capewell who wore 4470 on his sleeve during the Perth game last night, Sunday 26th.

Says Capewell: “Charleville is where I started my rugby league journey, so it’s a real honour to play for the Maroons and wear the 4470 postcode on my sleeve.”

Says Chris Allan, brand director of XXXX: “XXXX has been a proud Queenslander for 144 years, and one of the things that makes QLD great is its resilient communities. The Maroons are running out on the pitch representing all of the regions and we wanted to bring some recognition of this to the Origin arena.”

XXXX has also created a three-part docuseries focusing on three communities – Bundaberg, Barcaldine, and Charleville. The content pieces will premiere to coincide with the game days and will be available online at xxxx.com.au/QRL

Says Jim Ingram, chief creative tinker at Thinkerbell: “The best ideas are often the simplest, and swapping out the sleeve XXXX logo for the players local postcodes of Queensland has been embraced by everyone at XXXX, but more importantly those within the Queensland communities.”

The logo swap out is accompanied by a full through the line communications campaign across owned, paid, earned, shared including TV, OOH, digital, social, on and off premise activity and PR.

Join the conversation at @xxxx.beer #GiveAXXXX.

Client: Lion
Creative and PR: Thinkerbell
Digital: Affinity
Media: UM