Set to Johnny O’Keefe’s classic Australian anthem ‘Shout!’, TAB’s new brand campaign is a celebration of the visceral joy of Sport and Racing you can only get with TAB. The roar of acrowd, the thrill of a shared win and the energy of being part of something real.
Bastion led the repositioning end-to-end from brand strategy and creative development through to production and editing. The result? A campaign that captures the physical thrill of betting together and the electric moments that only TAB can own.
“The challenge in this campaign was to the find the real heart in the experience of being there, in the moment and knowing it’s real.” said Paul Middleditch, the Film Director. “So I wanted to make this film as real as possible.”
‘Shout!’ celebrates the energy of the crowd, the roar of a win, and the shared rush of being part of the action, reigniting TAB’s physical presence across venues, stadiums and racetracks across the country.
“TAB has been a part of the absolute best experiences in Sport and Racing in this country” said Jack Watts, Executive Director at Bastion. “Sometimes in advertising, we overthink it, this campaign has a simple premise – it’s a celebration of the most authentic experiences in Sport and Racing, an opus to the punter. Importantly, it’s those moments only TAB provide – shared experiences in pubs, stadiums and racetracks around Australia. That’s only TAB, and that’s why we think Australian’s will love this work.
“It’s rare to work with a brand willing to reimagine itself so completely,” Susan Bird, General Manager, Advertising commented. “TAB trusted us to challenge convention and that trust made the work possible.”
The platform builds on Bastion’s first work for TAB, ‘Iiiiiiiit’s TAB Time’, a retail and on-premise activation fronted by iconic UFC announcer Bruce Buffer, that has been part of TAB’s strategy to re-energise the in-venue experience. Together, they mark a confident new chapter for the brand,
one that honours its heritage while reaffirming its place at the heart of Australian sport and culture.
