Victoria Racing Club (VRC) has brought to life the wild and wonderful heart of the Melbourne Cup Carnival in a nostalgic and theatrical campaign.
Created by McCann Melbourne and produced by //Thirteen & Co, the campaign contrasts the beautiful, eclectic and often outrageous spectacle of people heading to the races against the monotonous grey of the everyday.
The VRC’s message to Australians: become one of the wild and wonderful Melbourne Cup Carnival crowd and leave the everyday washing, work, shopping and stress behind.
Creatively directed by McCann Melbourne’s Nicole Mandile and directed by //Thirteen & Co’s Pete Moore, the 60-second TVC shows Melbourne streets transformed into an energetic and vibrant delirium of colour, with the infectious energy of racegoers taking the viewer on an enviable emotional journey.
The piece was shot to the track “Do you know the way to San Jose” by Dionne Warwick.
VRC’s executive general manager of customer engagement, Caroline Ralphsmith, said: “McCann Melbourne has perfectly captured the colour and beauty of the Melbourne Cup Carnival on the streets of our wonderful city.
“We want people to shed their everyday wear and dress up for the day at Flemington; to embrace the fun and frivolity of the carnival. As the campaign tagline says, the world can wait.”
Mandile said: “More than any other moment in the year, the Melbourne Cup Carnival is a chance to leave humdrum behind. Where else could you wear a giant orchid on your head and it be totally normal?
“But really, at its heart, Cup week is about getting your friends together, dressing up, and just having fun, and this year’s campaign is simply a stunning reflection of just that.”
Client: Victoria Racing Club
Executive general manager of customer engagement: Caroline Ralphsmith
Head of brand, marketing and customer experience: Jo King
Senior manager of marketing, brand and acquisition: Chloe Alsop
Creative agency: McCann Melbourne
Creative director: Nicole Mandile
Creative team: Tessa Midgley and Nicole Mandile
Lead designer: Caity Maloney
TV producer: Anne Comber
Account director: Jacquelyn Whelan
Account manager: Angela Lethbridge
Re-toucher: Ross Goddard
Finished artists: Chris Vrieze and Darren Magnan
Production company: //Thirteen & Co
Director: Pete Moore
Producer: Belinda Dean
Executive producer: Roy De Giorgio
Director of production: Stefan Duscio
Editor: Joe Morris
Colourist: Martin Greer
Online editor: Chris Betteridge