Tooheys is launching the next iteration of its 'How do you feel' campaign, timed for the Ampol State of Origin Game One.

The campaign features the iconic jingle performed by real people, including the Blues, staff from the Tooheys brewery in Lidcombe, the Skate Crashers roller derby team from Marrickville, and a team of horse musterers in Yarramundi. The campaign is supported with proximity OOH at Accor Stadium to boost the brand’s activity at Game One, showing a Blatchys Blues supporter alongside the distinctive Tooheys brand asset.

"From the brewing floor to the pub, Tooheys is served, and consumed by many across NSW. The teams featured in our new work embody the breadth of teamwork across NSW and then celebrating afterwards over a Tooheys or two," said Chris Allan, Head of Marketing - Core Beer of Lion Australia.

Last year, Tooheys revived its iconic “How do you feel?” jingle four decades since its release. Tooheys and Thinkerbell once again collaborated with the jingle’s original custodian, Allan ‘Jo’ Johnston, in the latest iteration of the campaign. This year’s work features new verses that champion the collective power of teamwork.

"It’s an honour to continue the legacy of the iconic Tooheys brand platform and jingle for another year. It’s a campaign with a rich history of showcasing real teams and now their singing voices too," said Zac Goldberg, Head Tinker at Thinkerbell.

The campaign launched earlier this week and will roll out across television, cinema, online video, social, OOH, and radio. The creative agency behind the campaign is Thinkerbell, with media agency UM and director Mitch J. Green.