Lion is kicking off its support for the Maroons at this year’s State of Origin series with a new brand campaign for XXXX via Host/Havas, which celebrates the thrills and spills that happen off the field too.

The campaign encourages supporters to get behind the Mighty Maroons with gusto by giving them permission to do the unthinkable on any other day of the year: spilling their XXXX.

Says Host/Havas ECD Jon Austin: “XXXX hasn’t just been in the hands of fans during every exciting Origin moment. It’s been on their couches, carpets and clothing too, and this year we wanted to celebrate the fandom that led to those spills. We had an absolute blast working on this one with our partners at Lion. It was an idea we all immediately loved, and it’s been fantastic watching it come to life.”

Marketing manager, Lion, Chris Allan added: “Our proud partnership with the mighty Maroons over the last 31 years has delivered countless opportunities for Queenslanders to come together and celebrate with a XXXX in hand. This year we worked with Host/Havas to acknowledge that while we don’t like to see any XXXX wasted, this is one time in the year when, it’s not only ok to spill the sacred drop, it’s celebrated.”