‘It’s Anyone’s Bet’ who will win the Rugby World Cup in TAB’s latest campaign via Yarn

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.

So TAB has launched a campaign via indie creative agency Yarn, that highlights just how tough it is to predict what will happen in France by humorously going deep into the minds of Kiwi sports fans.

Says Pip Eriksen, general manager – marketing, TAB: “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.”

Produced by 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.

Says Matt Sellars and Rich Robson, co-ECDs at Yarn: “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 features a series of TVCs, outdoor billboards, digital and social content, plus exclusive promos on the TAB France ‘23 Hub.

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

Photography: IDC Worldwide
Photographer: Sacha Stejko