New Zealand

TAB launch new campaign ‘It’s Anyone’s Bet’ via Yarn –

TAB has launched a campaign via Yarn that highlights just how tough it is to predict what will happen in France for the Rugby World Cup by humorously going deep into the minds of Kiwi sports fans.

Unlike previous Rugby World Cups, this year is closer than ever before with a number of nations all proving they’ve got what it takes to win the world title.

And the closer the RWC gets, the closer the battle has become. Only a week ago, the ABs were thumped by the Springboks, Fiji outplayed England, and the No.1 world-ranked Irish almost went down to underdogs, Samoa. 

Pip Eriksen, General Manager – Marketing, TAB says: “Our campaign aims to encourage fans to get involved in all the exciting match-ups that are set for France, and consider all the possibilities for what may happen. Because it really is anyone’s bet who will win.”

Created by indie creative agency Yarn and production partner Reel Factory, the campaign features sports fans pondering some of the possible outcomes of the RWC – everything from questioning the high performance of a mullet to the motives behind the Wallabies’ recent losing streak.

Matt Sellars and Rich Robson, Co-ECDs at Yarn say: “Fozzie’s last hurrah, the luck of the Irish, home ground advantage, choking… There’s a lot to weigh up at the 2023 Rugby World Cup, but it could also account for  absolutely nothing. We wanted to highlight that whether you’re diehard rugby fan or not, anyone can get involved in this year’s RWC with TAB.”

The integrated campaign launched early this week, featuring a series of TVCs, outdoor billboards, digital and social content, plus exclusive promos on the TAB France ‘23 Hub


15” TVC #1: 

15” TVC #2: 

15” TVC #3: 


Client: TAB
GM Marketing NZ: Pip Eriksen
Head of Marketing: Chris Perry
Senior Brand Manager: Hannah McLean
Brand Manager: Niko Walters
Brand Manager: Amelia Daly
Senior Media Strategist: Milton Brown

Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Strategy: Jacqueline Smart
Designers: Matt Hammond, Will Pickering, Caroline Wilkie

Production Partner: Reel Factory
Director: James Anderson
Executive Producer: Dan Watkins
Producer: Gareth Williams
DOP: Chris Watkins
Offline Editor: Brendon Chan
Colourist: David McLaren at Colour Space
Sound: Radiate Sound

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