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
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.
Creatively directed by Nicole Mandile, McCann Melbourne and directed by Pete Moore, \\Thirteen & Co, the 60-second TVC shows Melbourne streets transformed into an energetic and 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: "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!"
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."