Painting Brisbane Maroon for State of Origin
When Queensland's biggest sporting moment arrived, XXXX Gold made sure the whole city knew where it stood. Here's how a full-site takeover painted Brisbane maroon.
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This Valentine’s Day, we wanted to do something a little different. Instead of celebrating with roses or chocolates, we’re encouraging Brisbane to find real love — by rescuing a pet in need of a home.
Right now, our digital billboards across Newstead, Bowen Hills, Fortitude Valley, Clayfield and Hamilton are sharing a simple message: adopt, don’t shop.
Every year, hundreds of animals are abandoned after the holiday season, and we believe Valentine’s Day is the perfect time to give them the gift of a new home.
The idea came from our strategist Leigh Morris, whose partner adopted Pepsi, a Border Collie–Blue Heeler cross, from a shelter on Valentine’s Day last year.
Leigh’s story inspired us to use our network to raise awareness of the issue.
As Leigh says:
“You always hear heartbreaking stories of pets being abandoned. So I mentioned it to Chris, and together we thought we could do some good.”
We’re proud to use our platform to spread a message of compassion.
Valentine’s Day can be very commercial, but we believe it’s the perfect occasion to remind Brisbane that the truest form of love might just come with four paws and a wagging tail.
Read more at: Campaign Brief
When Queensland's biggest sporting moment arrived, XXXX Gold made sure the whole city knew where it stood. Here's how a full-site takeover painted Brisbane maroon.
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