‘It’s Anyone’s Bet’ Who Will Win the Rugby World Cup in New TAB Campaign with Yarn

And the closer the RWC gets, the closer the battle has become. Only a week ago, the ABs were thumped by the Springboks, Fiji outplayed England, and the No.1 world-ranked Irish almost went down to underdogs, Samoa.

So TAB has launched a campaign that highlights just how tough it is to predict what will happen in France by humorously going deep into the minds of Kiwi sports fans.

Pip Eriksen, general manager - marketing, TAB said, "Our campaign aims to encourage fans to get involved in all the exciting match-ups that are set for France, and consider all the possibilities for what may happen. Because it really is anyone’s bet who will win.”

Created by indie creative agency Yarn and production partner Reel Factory, the campaign features sports fans pondering some of the possible outcomes of the RWC – everything from questioning the high performance of a mullet to the motives behind the Wallabies’ recent losing streak.

Matt Sellars and Rich Robson, co-ECDs at Yarn said, “Fozzie’s last hurrah, the luck of the Irish, home ground advantage, choking... There’s a lot to weigh up at the 2023 Rugby World Cup, but it could also account for absolutely nothing. We wanted to highlight that whether you’re diehard rugby fan or not, anyone can get involved in this year’s RWC with TAB.”

The integrated campaign launched early this week, featuring a series of TVCs, outdoor billboards, digital and social content, plus exclusive promos on the TAB France ‘23 Hub.