TAB New Zealand are on a mission to ditch their old-school reputation and show up differently. Getting behind our national team for the All Blacks vs Ireland rugby series was the perfect opportunity to do that. But how do you support a team when you don’t have the rights to their name?
We targeted the Irish team instead. From the moment they landed in Auckland, to the moment they left the country, TAB was there with a cheeky campaign to remind the underdogs of the challenge they faced against the All Blacks – by asking them to simply Consider The Odds.
We ditched TAB’s brand colours, making our billboards green to get the team’s attention. Then we showed up at the airport, in three different cities, and on key travel routes.