Melbourne will get an extra injection of colour this spring, thanks to a pop-up piece of street art commissioned by Racing Victoria for the 2015 Spring Racing Carnival.
Located in Fitzroy, one of Melbourne’s many street art hotspots, the artwork will bring the Spring Racing Carnival to life outside the racecourse for the Carnival’s duration.
Artist Hamish McBride, of Apparition Media, said the mural had been a fun project to work on.
“As an artist, Melbourne is an incredibly inspiring city to live in, and the Spring Racing Carnival is part of the city’s DNA. We were excited to find a way to represent the Carnival so that anyone could enjoy it,” McBride said.
“This was a mammoth effort by everyone involved. 240 hours of painting, 50 litres of paint and 20 cans of spray paint went into bringing the Spring Racing Carnival to the streets and we’re incredibly proud of the result,” McBride added.
The artwork is part of the integrated Passion Wears Many Colours Spring Racing Carnival campaign by BWM Dentsu.
General manager marketing at Racing Victoria, Dale Stratford, said the organisation wanted a bold, engaging asset that would get people talking about the Spring Racing Carnival, and the mural delivered exactly that.
“We wanted to branch out beyond traditional marketing channels for this year’s Carnival. By tapping into Melbourne’s love of street art, we’ve been able to deliver the Passion Wears Many Colours message in an innovative way. We were blown away by the artwork that the team at Apparition Media created and we hope the public will be too,” Stratford said.
Admirers of the artwork are encouraged to tag their photos of the mural with the campaign hashtag, #springcarnival.
The mural can be seen at 537 George Street, Fitzroy, until Saturday 21 November.
Creative Agency: BWM Dentsu
Creative Director: Tim Gill
Creative Team: Chris Plummer and Tom Opie
Account Director: Deanne Pascoe