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Players couldn’t give a XXXX about sponsorships, so we found a way to change that.

XXXX is the official beer sponsor of Queensland Maroons in the State of Origin, Australia’s Superbowl.This year we helped the Maroons team play not just for their state, but for the exact part of it they’re from. We sacrificed the iconic XXXX logo on the teams’ jersey and replaced this with four postcode numbers to represent each of players’ hometowns.

Following this, we created 30 million postcode beer cans so every Queenslander could share pride in their own origin.

The campaign celebrates the 447 postcodes across the state of Queensland, Australia and what makes them special.