Continuing the brand idea ‘It’s just not racing’, Melbourne Racing Club has launched a Spring Carnival Campaign to demonstrate that racing at Caulfield isn’t the usual, expected experience.

As one of the nation’s top social events, Melbourne Racing Club (MRC) is aiming to break from traditions and shake up the experience at Caulfield – moving away from the staid, elitist and superficial perceptions of the Spring Racing Carnival.

Titled ‘Break with Convention’, the campaign launched this month with a 30-second TVC celebrating the journey of three  friends in a bold new world of racing with edgy fashion, cutting-edge cuisine and entertainment that replaces the old, stuffy clichés.

Vibrant, spirited and playful, the campaign invites viewers to participate in their “folly”. The campaign rolls out across Melbourne with large-format out-of-home elements, roving mobile posters, and radio and digital placements.

The Royals creative director Andy Jones said: “Racing at Caulfield is a very different experience – it’s exciting and unconventional. It’s also a lot of fun for the punters, so we just needed to take that energy and difference and show it to Melbourne.”

Peta Webster, chief commercial officer at MRC, said: “The next generation of racegoers are going to be thoroughly entertained by what’s on offer at Caulfield this spring.

“This campaign reflects their desire for more thoughtfully curated experiences that offer access to world-class food, fashion and entertainment, not to mention high-quality racing.”

CREDITS

Client: Melbourne Racing Club

Chief commercial officer: Peta Webster

General manager of marketing and communications: Sarah Stewart

Creative director: Nic Lehman

Marketing campaign manager: Rhiannon McMahon

Agency: The Royals

Managing partner: Andrew Siwka

Creative partner: Nick Cummins

Creative director: Andy Jones

Strategy director: Matt Davies

Senior creative and art director: Tommy Cehak

Senior copywriter: Gareth Sweet

Group account director: Clara Tang

Account manager: Dominica Chodorowski

Integrated producer: Rene Shalala

Production company: In the Thicket

Director: Mathilde Nocquet

Sound: Nylon

Radio: Electric Dreams

Photographer: Natasha Foster