HarrisonNess created the current logo for the TAB as part of an advertising campaign it developed to reposition the TAB Queensland brand. The brief was to leverage the brand’s core differentiator‚ to position TAB as a preferable form of soft gambling. The core difference was that‚ unlike most other forms of gambling‚ the TAB offered betting on live‚ real-world events. The TAB also wanted to broaden its customer base and appeal to a younger audience‚ without alienating its existing market.

Our solution was to create a TV commercial depicting non-stereotypical TAB clients enjoying the full range of emotions experienced when having a flutter; flavour the TVC with Cajun music; and wrap it all up with a Real Fun! strap line.