By VML, Sydney, Australia

For NRL Australia Brand State of Origin

Highly Commended in category Direct

In subcategory Not for Profit

Project Description
Traditional memorabilia is a mass-produced, highly commoditized element of professional sports. Items barely feel the scratch of a pen, let alone the blood, sweat and tears of the players they represent.
Additionally, the majority of sports memorabilia is reserved for exclusive auctions, meaning true fans never get the opportunity to see it, let alone own it.
Agency Solution
We created Instabilia - instant memorabilia created in real-time, live as the action unfolds on the field.
We built a social command centre inside the stadium, and as every key moment of the game unfolded, we captured and immortalized them, turning them into one-of-a-kind pieces of Instabilia that fans could own, all within seconds of it happening on the field.

Complete with mud, sweat, grass stains and all, Instabilia was more than just memorabilia, it’s a genuine piece of football history, telling the story behind pivotal moments of the game that’s commonly referred to in Australia as ‘sports greatest rivalry’.
Please rotate your device
to portrait orientation