TAB chief customer officer, Jenni Barnett, said the campaign would get the nation talking: “There’s no bigger debate in sport than what is our national sport? Everyone has an opinion and this campaign taps into that.”

Chief creative officer of The creative agency says: “This refresh for TAB is a fun homage to our passionate, sport-obsessed nation. Even though it’s light-hearted, the debate is real. We are finding many Aussies take the question of national sport, very seriously. We are looking forward to seeing how it all unfolds, knowing TAB is here for it all.”

The campaign, led by agency partners, who are part of Accenture Song and OMD, includes a pre-launch phase, a TV show, OOH, print, digital, social, radio and a suite of content from Ball, spearheaded by a rollicking 3-minute film.

In order to convey the magnitude of the debate, it was important to cast a true, full cross section of Australian society – a significant undertaking!