Give rugby a rest says TAB in new campaign via Chemistry

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AUCKLAND, Thursday: TAB and Chemistry aim to have delivered a game-changing campaign to help prepare the country for the Football World Cup.

Chemistry CD/co-rounder Patrick Murphy said: “Some countries have Buddhism. Others have Islam.

“Here in New Zealand, we have rugby. But with the Women’s World Cup trophy in the cabinet and the All Blacks’ indifferent season done and dusted, TAB has decided to change the game.

“To help build hype for the Football World Cup, TAB’s latest campaign via Chemistry involved making a slight … adjustment … to a familiar sight around NZ.

“Brought to life through TV, OOH and digital, the campaign runs through to the World Cup final and encourages Kiwis to forget about the oval ball for a month and switch into football mode instead.

The show was produced in Auckland by The Reel Factory.

“Brought to life through TV, OOH and digital, the campaign runs through to the World Cup final and encourages Kiwis to forget the oval ball for a month.”

“Featuring the high-octane Loner’s Anthem from up-and-coming Kiwi artist Who Shot Scott, the campaign also demonstrates TAB’s commitment to football, by breaking the age-old, ‘don’t mess with the logo’ rule, adding a relevant touch to their iconic NOW YOU’RE IN THE GAME line.

“Our goal with this campaign was to let Kiwi football fans know we love their sport as much as they do. The creative showcases the passion, noise and mischievousness that comes with this game’s fanfare – and we hope football fans can see themselves in it!”

TAB senior marketing manager Hannah McLean said: “With five billion people projected to tune into the FIFA World Cup this year, we’ve put a lot of effort into elevating the sporting occasion, bringing excitement and competition to every moment.”

Chemistry business partner Craig Harrison said: “We wanted to develop a campaign that was simple, could speak to the grandiosity of the event itself and still bring in the cheekiness that the TAB NZ brand provides.

“It was massively important to appeal to Kiwi sports fans as a whole and I love the fact that this is uniquely Kiwi and that you need to be a true sports fan to connect the dots.”

The campaign runs on TV, OnDemand, digital, OOH, social, eDM and includes a range of “incredible” promotions.

  • View the tvc below


Agency: Chemistry
Creative Director: Pat Murphy
Senior Creatives: Greg Wylie & Matt Watts
Social Creative: Amelia Petrovic
Business Partner: Craig Harrison
Business Director: Theo Larmer-Cottle
Business Executives: Renee Prasad & Emma Stenhouse
Senior Designers: Darryl Dustan, Courtney Tremewan, Trudy Holland & Paolo Alinea
Producer: Harold Monfils

Client: TAB NZ
Chief Marketing & Customer Officer: Jodi Williams
Head Of Marketing: Chris Perry
Senior Manager – Brand: Hannah Mclean
Senior Manager – Direct Marketing: Luke Butterfield
Senior Manager – Brand Engagement: Karl Tily
Marketing Executive: Sammy Ritchie
Brand Manager: Niko Walters

Production Company: Reel Factory
Director: James Anderson
Producer: Pippa Keiller
Music: Who Shot Scott

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