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NRL: Instabilia

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The perception of traditional sporting memorabilia is that it's barely felt the scratch of a pen, let alone the blood, sweat and tears of the players. So that's why we invited NRL fans to own a real piece of footy history through Instabilia.
During the NRL State of Origin, Australia’s biggest sporting event, we captured actual mementos from every moment of the games, turning them into one-of-a-kind pieces of Instabilia. Fans were then encouraged to bid for them live on eBay – with all proceeds going to charity.Agency: VML

Our Instabilia sold for over 12x more than ‘official’ memorabilia. Generating a huge increase in awareness and raised much needed funds for the NRL’s partner charity – Lifeline.

Not only did we bring fans closer to the action, we allowed them to own a real piece of memorabilia from Australia’s biggest sporting event of the year.

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