Long May
We Play
Turning Australia’s oldest bookmaker into it’s newset sports brand.
A saturated and shouty-betting market had eroded the 50-year old wagering company’s brand love and loyalty. Worse still, Aussies no longer knew what they stood for. We set-out to elevate TAB above the male dominated punting culture, and push the category beyond the bet, to transform Australia’s oldest bookmaker into its newest sports brand.
‘Long May We Play’ celebrates the role racing and sport plays in the lives of Australians and their ability to bring us together.
CLIENT Tabcorp
ROLE Head of Art.
RESULTS To Come
Owning the
field of play
We turned iconic sports fields into ads for our campaign.
Any field, pitch, or track could become a home ground for TAB.
Insight-
Driven Idents
Over 30 insight-driven idents were created collectively they demonstrated TAB’s understanding of the fan’s psyche.
Field of Play
design system
We redesigned TAB’s visual identity to put sport at the heart of the brand.
The markings of sports fields became the grid that underpinned the entire design system.
