Finch’s Nick Ball Helps Tab Ignite National Sport Debate with The Monkeys

For a nation of sport lovers, it seems strange that we don’t technically have a ‘national sport’. 

To help start this debate FINCH director Nick Ball has crafted a grand slam of an argument that spirals out of control with fans from all walks of life and athletes heatedly adding their two cents, until, finally, the entirely distinguished and probably fictional ‘Australian Research Centre’ attempts to settle it once and for all.

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,” she said.

Tara Ford, chief creative officer of The Monkeys said, “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 The Monkeys, 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 Nick, spearheaded by a rollicking 3-minute film.