The Australian Turf Club has launched a new creative platform ‘Get Your Fun Back on Track’ along with an integrated campaign covering TV, cinema, OOH and radio for this spring’s Everest Carnival and beyond.
Developed by creative agency Emotive, the challenge was to recruit the next generation of racegoers against a backdrop of an increasingly competitive experience market in Sydney.
Corina Black, EGM Commercial at ATC commented: “Whether you are at Royal Randwick or Rosehill Gardens, the races offers a day long entertainment experience like no other. With world class entertainment, food and racing, it’s a place where play takes priority. We needed an idea that could uniquely bring all these facets together to grab the attention of the social race goer.”
The driving insight behind the idea is that as adults, we tend to dismiss the importance of play. But playing or having fun is just as pivotal for adults as it is for kids.
Ben Clare, group creative director of Emotive added: “In our hectic, modern lives, many of us focus so heavily on work and family commitments that we never seem to have time for pure fun. A day at the races is one of Australia’s great pastimes, and we simply wanted to invite racegoers to get their fun back on track with a campaign that positions the races as an oasis for adult play that is beneficial in more ways than one.”
The integrated campaign kicks off with a film which was shot at 350 frames per second from the perspective of a horse galloping past, taking viewers on a mesmerising journey through a heightened world of jubilant racegoers and entertainers eagerly watching the race unfold.