Unlike previous competitions, the 2023 Rugby World Cup was set to be closer than ever before, with a number of nations all proving they’ve got what it takes to win the world title.

So to encourage Kiwis to get involved in the tournament by placing bets with TAB, we launched a campaign highlighting just how tough it was to predict what will happen in France by humorously going deep into the minds of Kiwi sports fans.

The nationwide integrated campaign aired the questions that were on everyones’ minds, bringing up past flaws, poking fun at our rivals and even probing the ref’s decision-making.

Which as we learnt, turned out to be right on the nose.