TAB New Zealand was on a mission to ditch its old-school reputation and show up differently. The All Blacks vs Ireland series was the perfect stage, but without the rights to use the All Blacks name, we had to find another way in.
So instead of supporting our team, we targeted theirs.
“Consider the Odds” followed the Irish team from the moment they landed in Auckland to the moment they left the country, showing up across airports, cities and key travel routes with a cheeky reminder of the challenge ahead.
By stripping back TAB’s brand and turning everything green, we used the Irish team’s own visual language to speak directly to them, getting in their heads before kickoff.
When Ireland went on to win the series, the campaign pivoted in real time, embracing the result with lines like “At least it wasn’t England.”
A bold, highly visible campaign that drove record sign-ups and helped shift perception with a younger audience.