Celebrating 60+ years.
TAB is reminding Australians of its real experience, real emotion and real connection in its 60+ year heritage in a campaign via Bastion.
The campaign is set to Johnny O’Keefe’s Australian anthem ‘Shout!’.
TAB chief wagering officer Michael Fitzsimmons said the campaign reflects TAB’s renewed focus on our customer and combination of digital and retail wagering products.
“It’s a unique customer proposition and distinctive brand campaign that gives us great confidence in the future,” Fitzsimmons said.
“TAB has been part of Australia’s sporting DNA for generations.
“This work is a nod to our past but also takes us forward. It captures the emotion, the energy and the togetherness at our venues that make TAB special and hopefully entertains our customers along the way.”
Bastion led the repositioning end-to-end from brand strategy and creative development through to production and editing.
“The challenge in this campaign was to find the real heart in the experience of being there, in the moment and knowing it’s real,” said Film director Paul Middleditch.
“So I wanted to make this film as real as possible.”
Bastion executive director Jack Watts said TAB has been a part of the absolute best experiences in Sport and Racing in this country.
“Sometimes in advertising, we overthink it. This campaign has a simple premise – it's a celebration of the most authentic experiences in Sport and Racing, an opus to the punter,” said Watts.
“Importantly, it’s those moments only TAB provide – shared experiences in pubs, stadiums and racetracks around Australia.
“That’s only TAB, and that's why we think Australians will love this work.”
Bastion general manager, advertising, Susan Bird, said It’s rare to work with a brand willing to reimagine itself so completely.
“TAB trusted us to challenge convention and that trust made the work possible,” she said.
