TAB Brand Identity & Campaign
A saturated and shouty sports-betting market had eroded TABs brand love and loyalty. Worse still, Aussies no longer knew what we stood for. So we transformed Australia’s oldest bookmaker into Australia’s newest sports brand; one that understood their psyche, appreciated their shared quirks and encouraged all to get off the sidelines and play. We went where our competitors simply couldn’t – the fields of play. The markings became our grid, grass our colour palette, and Australia’s playing fields our playing fields We owned the tracks. We owned the courts. And once again we owned fans.