FINCH’s Nick Ball helps TAB ignite national sports debate in new campaign via The Monkeys


For a nation of sport lovers, it seems strange that Australia doesn’t technically have a ‘national sport’. Is it NRL? Is it the sport that draws the biggest crowds? Or wins the most gold medals on the international stage?


To help start this debate FINCH director Nick Ball and The Monkeys, part of Accenture Song have 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.”

Says Tara Ford, chief creative officer of The Monkeys: “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 Ball, spearheaded by a rollicking 3-minute film.

Client: TAB
Creative: The Monkeys, part of Accenture Song
Media: OMD

Production Company: FINCH
Director: Nick Ball
Managing Director: Corey Esse
Executive Producer: Nick Simkins
Producer: Cath Anderson
DOP: Jeremy Rouse
VFX Supervisor: Stefan Coory @ Blockhead VFX
Editor: Elise Butt @ ARC EDIT
Colourist: Alex Bickel @ Color Collective
Casting: Peta Einberg @ Peta Einberg Casting
Music: Jonathan Dreyfus @ Stare Crazy
Sound Design: Simon Kane @ Massive Music

Creative Agency: The Monkeys, part of Accenture Song
Group Chief Executive Officer: Mark Green
Managing Director: Matt Michael
Chief Strategy Officer: Hugh Munro
Chief Creative Officer: Tara Ford
Creative Director: Stuart Alexander
Creative Director: Dan Fryer
Copywriter: Lizzy Wood
Senior Art Director: Brett Edwards
Head of Business Management: Topher Jones
Senior Business Manager: Mitch Bevan, Celine Dinant
Head of Production: Penny Brown
Senior Producer: Kaija Wall