BWM Dentsu has captured all the excitement of a day at the races in its Spring Racing Carnival 2015 integrated campaign for a Racing Victoria and Melbourne Racing Club joint venture.
Launching on September 6, the ‘Passion Wears Many Colours’ integrated campaign finds the common ground between punters who love thoroughbred horse racing and fans who attend for the wider entertainment, glamour and social experience.
The new integrated campaign sees BWM Dentsu build on the ‘Get Back on Track’ work of the past two years, delivering a more emotive platform that inspires a passion for the Spring Racing Carnival experience in a wider audience.
Managing sirector at BWM Dentsu Melbourne, Mark Watkin, said the ‘Passion Wears Many Colours’ campaign is part of the Spring Racing Carnival’s natural evolution.
“There is so much to be passionate about in the Spring Racing Carnival. The noise of the horses thundering over the finish line, the cheers of the crowd, and the fashion – every element of the Carnival adds to the excitement and energy of the event, and we wanted to capture the passion in this campaign,” Watkin said.
General manager marketing at Racing Victoria, Dale Stratford, said: “The Spring Racing Carnival is the premier sporting, social and fashion event of the season. We want everyone to feel they can be part of the experience, whether they’re long-time horse racing lovers, newcomers, or anyone in-between.”
General manager marketing and membership at Melbourne Racing Club, Jason Shugg, said: “Our Spring Racing Carnival offers a series of adrenalin fuelled events, which are globally unique. At Caulfield, we truly believe that passion for the sport wears many colours, and the BMW Caulfield Cup Carnival delivers something for everyone from world class horseracing, the finest food, spectacular style and exceptional entertainment.”
The integrated campaign will run across TV, radio, print, digital, OOH, Street Art, PR and social channels.
Creative Agency: BWM Dentsu
Managing Director: Mark Watkin
Executive Creative Director: Murray White
Creative Director: Tim Gill
Creative Team: Chris Plummer and Tom Oppie
Planner: Susannah Stoney
Client Services Director: Belinda Murray
Account Director: Deanne Pascoe
Account Executive: James Gulliver
Design Director: Greg Fiske
Director: Tov Belling
Editor: Toby Anguin
On Screen: Luisa Peters
Audio/Sound Engineer: Paul Baxter
Photographer: Greg Briggs
Production Company: Blue Boat
Post Production Company: Blue Boat/Pancho
Music: Dmitri Golovko
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]