Client: National Rugby League
Project: Out for Blood

State of Origin was once Australia’s fiercest rivalry—a grudge match notorious for its bloody brawls. But modern rules have changed the game, and fans wanted to bring the blood back. So we challenged them to give it themselves, in an interstate blood donation competition.

Partnering with the Australian Red Cross, the NRL launched the campaign with Origin’s toughest legends calling on fans via TV and social. Mobile clinics toured the rival states, with fans able to dedicate their blood to opposition players. All that bad blood did good—not only reviving a tradition, but helping to save lives.