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TAB Launches New 'Long May We Play' Brand Platform via M&C Saatchi, Sydney

Creative 282 Add to collection

The work is the first for TAB following M&C Saatchi’s appointment to manage the business in January

TAB Launches New 'Long May We Play' Brand Platform via M&C Saatchi, Sydney

M&C Saatchi has launched ‘Long May We Play’, an all-new brand platform for TAB.

Underpinned by an extensive strategic development process, including internal and external stakeholder interviews, ‘Long May We Play’ celebrates how racing and sport play on long before, and after, the horses run past the post or the siren sounds. The unique strategic positioning highlights what makes racing and sport special – it’s not the results on the field or at the track, but rather how it plays on in our lives.

Says Luke Waldren, EGM marketing and customer, TAB: “‘Long May We Play’ recognises the huge role racing and sport play in the lives of Australians and their ability to bring us together. TAB has been a ‘home ground’ of sorts for Aussies for decades, whether that be at the track or in one of our venues. This is an exciting new direction for TAB and we can’t wait to share this work and the exciting things we have planned through spring with the country.”


The platform began an unbranded roll-out on August 17, with TAB initially taking ownership of out-of-home, digital and press assets.

In the coming weeks, the brand will be brought to life, including a new look and feel, across further touchpoints including radio, TV, social and in-venue with campaign extensions that speak to specific sporting codes and events.

Says Cam Blackley, chief creative officer, M&C Saatchi: “We’ve been working hand-in-glove with TAB to deliver a brand platform with real substance that is worthy of one of Australia’s most iconic brands.

“‘Long May We Play’ is truly about the spirit of Australians; the deep connection we have with racing and sport in all its iterations and the value that only TAB can bring, well beyond a bet. As much as it leans on heritage, we think this brand platform is a jumping-off point for category-defining progressive thinking.”

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Production Company

Director: Ingvar Kenne

Editor: Rohan Zerna (The Editors)

Producer: Cameron Gray

Production Company: THE POOL COLLECTIVE

Creative Agency

Chief Creative Officer: Cam Blackley

Chief Strategy Officer: Justin Graham

Creative Agency: M&C Saatchi, Sydney

Creative Director: Guy Futcher

Design director: Simone Cherry

Group Account Directors: Jasmina Porter

Group Managing Director: Russell Hopson

Head of Art: Chris Cheeseman

Head of Broadcast: Loren August

Media Agency: OMD

Senior Account Director: Will Woods

Senior Account Manager: Joshua Johns

Senior Art Director: Neil Walshe, Chris Wilson

Senior Copywriters: Michael Harris, Roy Leibowitz

Senior TV Producer: Monique Pardavi

Strategy Director: Nick Jacobs (Senior Strategy Director)

Categories: Gambling, Sports and Leisure

M&C Saatchi Sydney, Tue, 03 Sep 2019 02:59:34 GMT