Blues fans are at the heart of GIO’s latest videos

When it comes to Origin, NSW fans have never been known for doing things by halves. GIO is leaning right into that energy with its “Going Blue for the Blues” campaign, built around one simple truth — Blues supporters aren't afraid to show their passion.

You see it in the jerseys that come out every year, the face paint, the game-day rituals and all the little signs that let everyone know exactly where you stand.

With roots in NSW dating back to its foundation in 1927 and as a Major Partner of NSWRL and the Blues (men’s and women’s teams), GIO is leaning right into that energy by turning its iconic red ‘I’ blue to match the NSW jersey and show its support for the team.

It’s also backing up that message with a new series of videos featuring comedian and content creator Ash Wicks (aka Jampikelets) alongside Blues legends to show just how passionate fans are for Origin season.

The first video sees Ash team up with former Blues star Robbie Farah as they join GIO in showing just how far Blues fans will go to back NSW during Origin season. Rather than stopping at simply wearing team colours, the pair decide to celebrate by painting a giant Blues feature wall in Ash’s bedroom. The same one he shares with his wife.

As the wall starts to turn blue, Farah throws in a warning: “Your wife’s gonna love it,” setting the tone for what quickly becomes a very familiar kind of Origin decision-making. At one point in the process, Ash steps back and starts questioning things, hitting us with a cheeky “Have I gone too Farah?” and following with “I could’ve just painted the letterbox.”

But by then, it’s too late — the passion is already on the wall. The video wraps with Ash revealing the finished room to his wife, whose surprised reaction and very polite attempt at enthusiasm make the whole moment even funnier.

The second video takes things out into the real world, with Ash meeting fans who are showing their Blues pride in their own way. One supporter sits in a barber chair and is asked who his favourite Blues player of all time is. His answer is instant — Luke Lewis.

Cue Lewis appearing behind him with a casual “Someone say my name?” before helping turn the haircut into a full Blues tribute. Soon there are Blues decals shaved into the fade, blue hairspray involved, and even a Blues jersey reveal — but the final touch comes when Lewis hands over tickets to the game with a simple, “See you at the game.”

Now it’s over to the fans, who can post how they’re going blue this Origin season by tagging @GIO.insurance and using #GoBlueForTheBlues — whether that’s a fresh haircut, a painted letterbox, a lucky jersey or a game-day ritual.

Founded in NSW in 1927 and a Proud Major Partner of NSWRL and the Blues men’s and women’s teams, GIO has long been part of the Origin landscape — this year it’s really showing its fan spirit, leaning into what it means to be a genuine supporter of the team and the community that drives it.

With both the Blues men’s and women’s teams continuing to give fans plenty to cheer about, there’s one thing you can be sure of — Blues fans making sure their support is seen and heard every Origin season.