Game changing TAB campaign launched via Chemistry

TAB and Chemistry have teamed up to help prepare the country for the Football World Cup with a game-changing campaign.

With the 2021 Rugby World Cup trophy in the cabinet and the All Blacks’ indifferent season done and dusted, TAB’s latest campaign is focused on building hype for the Football World Cup.

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.

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. 

Patrick Murphy, Creative Director and Co-founder of Chemistry, says: “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!”

Hannah McLean, Senior Marketing Manager at TAB says: “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.”

Craig Harrison, Business Partner at Chemistry, says: “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, such as $100 Bonus Bets for signing up, refunds if your team gets knocked out in extra time and an online penalty shoot-out game with the chance to win a share of $250,000 in Bonus Bets. 

It’s the latest in a string of impactful work from TAB and Chemistry, including the ‘Uncontainable Joy’ brand TVCs, their ‘Consider the Odds’ campaign for the All Blacks July series against the Irish and the ‘NRL Hall Pass’ campaign for the NRL Grand Final.                         



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 and 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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