The Australian Turf Club (ATC) has launched an integrated campaign from Eleven and BOLT, celebrating the stories behind the real stars of spring racing – the horses, and the colours and patterns of their fabulously bold jockey silks.
The ‘Everest Carnival Silks’ is the second campaign produced by Eleven for the ATC’s spring racing, with the addition of BOLT – TBWA\Sydney’s content arm – producing the creative inclusive of its TVC.
The campaign encourages people to “leave boring behind” by breaking up with winter and embracing all that’s new and exciting about spring, kicking off with the Everest Carnival – the new name given to the former Sydney Spring Carnival, featuring the world’s richest race on turf, the $13million TAB Everest.
The TVC shows the fun and excitement of the Everest Carnival against the graphic patterns and colours of jockey silks, inviting people to shrug off the colder season and escape to the carnival.
The invitation is mirrored in the campaign’s out-of-home, content, radio, print, digital and social media elements.
The integrated campaign comes to life through PR and influencers with the Everest Carnival Silks. It sees jockey silks upcycled into wearable carnival fashion by Australian fashion label Manning Cartell and worn by influencers on key race days.
Chris Bevan, head of marketing at the ATC, said: “It’s time for people to say goodbye to winter, and watching and ordering in.
“We wanted to create a rallying cry to not only inspire the Sydney public to leave boring behind, but also consider the Everest Carnival and its premium offering.”
Lisa Brown, head of production at TBWA and head of BOLT, said: “This is the first TVC produced by BOLT, proving that efficient content with quality and impact is a possibility for brands.”
PR and social: Eleven
Managing director: Roberto Pace
Acting general manager: Amy Ashworth
Senior account manager: Jade Barringer
Account manager: Asheden Hill
Account coordinator: Ashleigh Pollock
Creative and production: BOLT (TBWA)
Chief creative officer: Andy Dilallo
Creative director: Russ Tucker
Associate creative directors: Steve Hanzic and Nev Fordyce
Senior art director: Clive Blackstone
Senior writer: Ken Buchan
Producer: Jonathan Pitcher
Planning director: Nick Jacobs
Retoucher: Nick Mueller
Post-production: Carve and Stitch
Post-production/VFX superviser: Andrew Kristiaman
Motion design and compositor: Efkan Cetin
Rotoscoping: Paul Carlton and Andres Luco
Design: Manning Cartell
Designers: Gabrielle Manning, Vanessa Manning and Cheryl Manning