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Victoria Racing Club's Campaign Shows the Wild Heart of the Melbourne Cup

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Titled 'The World Can Wait', the campaign contrasts the beautiful, eclectic and often outrageous spectacle of people heading to the races against the monotonous grey of the everyday

Victoria Racing Club's Campaign Shows the Wild Heart of the Melbourne Cup
The Victoria Racing Club (VRC) has brought to life the wild and wonderful heart of the Melbourne Cup Carnival in a superbly nostalgic and theatrical campaign developed by McCann Melbourne and produced by \\Thirteen & Co.

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.

Screen Shot 2018-09-25 at 8.11.04 am.jpgCreatively directed by Nicole Mandile, McCann Melbourne and directed by Pete Moore, \\Thirteen & Co, the 60-second TVC shows Melbourne streets transformed into an energetic andScreen Shot 2018-09-25 at 8.12.26 am.jpg vibrant "delirum 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.

Says Caroline Ralphsmith, executive general manager customer engagement, VRC: "McCannScreen Shot 2018-09-25 at 8.12.59 am.jpg 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!"

Says Mandile: "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."
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Genres: People, Music & Sound Design

Categories: Sports clubs, Sports and Leisure

McCann Melbourne, Tue, 25 Sep 2018 03:45:25 GMT