Victoria Racing Club Shows Off The Melbourne Cup Carnival’s Wild Side Via McCann Melbourne

Victoria Racing Club Shows Off The Melbourne Cup Carnival’s Wild Side Via McCann Melbourne

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

Post-production company: The Butchery/The Refinery

Photographer: Georges Antoni

Please login with linkedin to comment

McCann Melbourne Melbourne Cup Carnival Victoria Racing Club VRC

Latest News