Origin Energy: Every Day is Game Day

Services: FULL SERVICE Marketing Campaign

The Brief: Conceptualise, plan and execute an annual safety campaign for Origin Energy.

The Execution: The Every Day is Game Day concept was created, with Rugby League legend Darren Lockyer as the spokesman and ambassador for the campaign. The campaign became a 'travelling roadshow' event that saw the m4m events team and Darren Lockyer travel to worksites across Queensland. At the worksites, the key safety messages were delivered to workers through games and friendly competition that facilitated team bonding and put the safety messages into practice. Engaging new safety KPIs were introduced at these events. This campaign ran for three years, with a total of 14 event trips. The campaign was initially introduced to improve safety, but also significantly improved other business areas including environment, quality and progress. 

As a full service campaign, all branding, collateral, design, events, production and photography work was included. 


  • International Association of Business Communicators Merit Award for Safety Communication (2014)
  • Finalist Australian Petroleum and Production Association (APPEA) Health Safety Environment Awards for Excellence (2014)
  • Invited speaking spot at APPEA annual HSE Conference
  • International Pipeline and Offshore Contractors Association Health and Safety Award runner-up