The Royals
Mon, 12 Sep 2016 03:21:38 GMT
The Royals, Melbourne was tasked with redefining the meaning of horse racing in a new Melbourne Racing Club campaign for the 2016 BMW Caulfield Cup Carnival.
"It's just not racing", as the campaign is titled, highlights the unexpected things racegoers can expect at the 2016 BMW Caulfield Cup Carnival (8 - 15 October), including epicurean food and drink by some of Australia's best chefs, live music, a fashion precinct and out-of-the-ordinary experiences.
"It's just not racing" communicates the MRC's renewed focus on amplifying the appeal of its Spring racing carnival by offering not just elite horse racing but also tier 1 Melbourne dining, fashion firsts at the new David Jones Fashion Stable and all-day entertainment on the Crown Lager Live Stage.
MRC Executive Director Marketing & Membership Jason Shugg said: "We are revolutionising what a day at the races means at Caulfield, in every respect - from Melbourne's best restaurants, including Mamasita, Estelle by Scott Pickett, Mr Miyagi and so much more, right through to Australia's finest live bands and DJs on the Crown Lager Live Stage, all set to the backdrop of world-class Group 1 racing. The Royals have captured this completely new and unexpected approach to the 2016 BMW Caulfield Cup Carnival with a ground-breaking campaign that perfectly sets the tone for the experience people will have this year at Caulfield."The Royals ECD Nick Cummins added: "Racing as a category hasn't changed in decades, so it was important for the campaign to express everything the Melbourne Racing Club is doing differently and convince more people to forget everything they think they know about racing. It's a deliberately fun and unconventional campaign, much like the experience racegoers can expect at the Caulfield Cup Carnival."
Advertiser: Melbourne Racing Club
Brand Communications Manager: Michelle Lang
Marketing Coordinator: Rachel Kimber
Motion Graphics: Flutter
Producer: Freya Maddock
Photographer: Jay Hynes
2D Animation & Compositing: Stephen Elliget
2D Animator: Marta Tesoro, Stephen Elliget
3D Design: Stephen Elliget
Designers: Dom Bartolo, Stephen Elliget
Producer: SuMei Chia
Agency Production: Chelsea Nieper
Art Director: Andrew Grinter
Copywriter: Lee Spencer
Creative Agency: The Royals, Melbourne
Designer: Dominic Meehan
Executive Creative Director: Nick Cummins
Managing Partner: Andrew Siwka
Senior Director: Tim Holmes
Strategy Director: Michaela Futcher
Animation Director: Dom Bartolo
Director: Pete Moore
Executive Producer: Roy De Giorgio
Illustrator: Jess Cruickshank
Producer: Tracy Proposch
Production Company: //13&CO
Music Agency: Electric Dreams
Edit Company: The Butchery / The Refinery
Editor: Johanna Scott
Online Editor: Eugene Richards