Racing Victoria Forced To Scrap “Topless Model” Image

Racing Victoria Forced To Scrap “Topless Model” Image

After copping a barrage of criticism on social media for being sexist and objectifying in its Spring Racing Carnival ad campaign, as reported by B&T yesterday, Racing Victoria has responded.

The campaign, titled “Melbourne in Full Bloom”, featured an image of a woman wearing nothing but body paint on the top half of her body, while a man was also pictured fully clothed in a suit.

Racing Victoria's 2016 Spring Racing Carnival campaign (1)

Racing Victoria’s chief commercial officer, Jane Ballantyne, said the campaign combines sport with art and aims to celebrate the colour and fashion of Australia’s most iconic Carnival in a way that is different and innovative.

“These designs have been created by a predominantly female team and is in no way intended to be derogatory to women,” she said in a statement to B&T.

“The campaign consists of a selection of imagery that features both men and women wearing a body paint design created by an award winning design team – on-trend floral wallpaper prints that were body painted on talent, as well as a diamond pattern painted on a leading jockey, Dylan Dunn, with the concept using vibrant flowing fabrics to connect the racing silks worn by our athletes in a creative and artistic visual representation.

“Following our launch on Thursday, we have received feedback that one of the images has offended some people and have subsequently chosen not to continue to feature this image.”

Among the backlash on Racing Victoria’s Facebook page, one commentator wrote: “It is using women as naked sexual objects in an industry that is renowned for its sexism. If you were to celebrate sport, then surely you would celebrate women in sport, not as sexual objects. Not good enough in 2016.”

While another wrote: “Most industries would tread carefully after such acquisitions. But your marketing department has paid for a campaign showing two female models topless with just paint covering them. Is that brave, or dumb or just plain sexist?”




Please login with linkedin to comment

mfas

Latest News

Mastering the balance beam: Finding cut through via experiences and exposure in sport
  • Opinion

Mastering the balance beam: Finding cut through via experiences and exposure in sport

From the hallowed turf of the MCG to every local suburban club around Australia, we’re a nation famed for our fervent love of sports. Sport in Australia is also becoming the last bastion of immediate mass reach entertainment, argues Starcom’s Roger Linttzeris (pictured above). Australian’s have a greater level of access to sport than ever […]

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table
  • Advertising

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table

Following a competitive pitch, Ego Pharmaceuticals has moved its business to Sunday Gravy. Ego produces over 150 different products, including well-known brands such as QV Skincare, SunSense Sunscreen, Aqium Hand Sanitiser, Elucent, MOOV, and Azclear. “We were looking for a creative agency partner that was just as passionate about long-term brand building and collaboration as […]

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports
  • Partner Content

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports

The rise of algorithmic content has changed social media, shifting feeds from social-driven to entertainment-driven. Short-form video now accounts for 38 per cent of social content on Instagram, and its dominance continues to grow. Community-building and curated content from creators have come to the forefront of marketers’ strategies, and at the same time, social commerce […]

Partner Content

by B&T Magazine

B&T Magazine