State of Origin is Australia’s fiercest sporting rivalry, and Queensland are famously hard to beat at home. The problem is that two of the three games are played away. So we teamed up with PUMA and Maroons captain Cameron Munster to create world-first Home Ground Boots, with real Queensland soil embedded into the soles. A physical piece of home became a psychological advantage. Munster wore them in both away games, during the most-watched streaming event in Australian history, and was named Man of the Match as Queensland won both, including their first win in Perth in 15 years, and took the series. With zero paid spend, the stunt generated 9.76 million impressions.