SHARON EDMONDSTON
TAB. No Fan Left Behind. World Cup 2022
The magic pub of
World Cup dreams
In M&C Saatchi's final campaign for TAB, we captured In M&C Saatchi's farewell campaign for TAB, we created the ultimate World Cup experience: a vibrant TAB World Cup pub of dreams. Teaming up with SBS, TAB ensured every Aussie could revel in World Cup fever, despite Australia not being the frontrunner for the trophy.
This fully integrated campaign and media partnership featured ex-Socceroo legend Archie Thompson and a whimsical memorabilia wall filled with spoof football artifacts, like a jar of English tears, appealing to both die-hard fans and casual observers alike.
Social media, radio, posters, and a series of TVCs showcased TAB's commitment to inclusivity during the FIFA World Cup, leaving no fan behind.
Collaborating closely with SBS, we seamlessly integrated the concept into their cup coverage, capturing the infectious enthusiasm of Aussie sports fans throughout the tournament, regardless of Australia's participation.
Credits
Agency: M&C Saatchi Sydney
Client: TAB
COO: Cam Blackley
Creative Director: Sharon Edmondston
Creative Team: Jason Leigh & Billie Gurr
Director: Matt Devine (Revolver)
Social Director: Andrew Seaton (Mint)
Sound: Rumble Studios
Original song: Bonza Beaut Strewth by The Gibb Brothers