TABtouch awards Xavier Ellis medal in first work via Clemenger BBDO Sydney

Racing and Wagering Western Australia (RWWA)’s TABtouch has released a social campaign via Clemenger BBDO Sydney.

It is the first work from TABtouch since Clemenger BBDO Sydney won its creative account in June. At the time, president of the Perth Advertising & Design Club Josh Edge called it disappointing to see the account go to an out-of-state agency.

The campaign seeks to award a Xavier Ellis Medal for “actual best on ground who should have won the Norm Smith medal”. The Norm Smith medal is a medal that is awarded to best on ground during the AFL Grand Final.

Xavier Ellis lost the Norm Smith medal to his teammate Luke Hodge in the 2008 AFL Grand Final. Both played for Hawthorn.

TABtouch head of marketing Katie Roberts said: “When it was announced that the grand final was going to be held here in Perth, we knew we had to be a part of it. What better way than to ensure that there weren’t any Norm Smith Medal robberies on our watch by heroing former Hawthorn and West Coast Eagles great, Xavier Ellis.”

Clemenger BBDO Sydney creative directors Chris Wilson and Roy Leibowitz commented: “At the pointy end of the AFL calendar everything can feel a little serious. But since TABtouch is about enjoying yourself (responsibly), we wanted to create a campaign that reminds people, being a footy fan should be fun. It’s ok to have a laugh, it’s called a game for a reason.”

The majority of the campaign was on social, however there was one press advertisement in the West Australian newspaper the day before the Grand Final.

The campaign launched on 22 September, with fans having an opportunity to win their own medal and a $2,000 cash prize.

The medal was awarded to Bayley Fritsch, who plays for Melbourne Football Club.


Agency: Clemenger BBDO Sydney

Client: TABtouch


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