The Victoria Racing Club (VRC) launched a multi-channel campaign, called ‘The World Can Wait’, celebrating the stylish spectacle that is the Melbourne Cup Carnival – Australia’s biggest sports event.
The campaign, created in harness with agency McCann Melbourne and production outfit Thirteen & Co and launched 50 days ahead of the 3 to 10 November,
event and showcases the many sides and looks of those fans heading to the event: from the beautiful and the stylish, to the eclectic and outrageous.
The creative aims to contrast this spectacle with the monotony of everyday life through a message urging Australians to be part of the wild and wonderful Melbourne Cup crowd and forget the everyday stresses
The campaign is led by a 60-second hero television commercial (debuting on 19 September) backed by Dionne Warwick’s ‘Do You Know The Way To San Jose’.
That transforms the city’s streets into a dynamic, vibrant and colourful carnival as race goers begin an emotional (and enviable) journey to Australia’s biggest sports event.
The television work is amplified online,
and supported by an extensive set of print and outdoor ads including ‘Laughing’, ‘Blonde’, ‘Car’, ‘Couple’, ‘Walking’, ‘Hat’, ‘Friends’ and ‘Shops’.
“McCann Melbourne has perfectly captured the colour and beauty of the Melbourne Cup Carnival on the streets of our wonderful city,” trumpeted VRC general manager of customer engagement Caroline Ralphsmith.
“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!”
McCann creative director Nicole Mandile added: “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.”
The campaign team as led by McCann Melbourne creative Nicole Mandile and the lead spot was directed by Pete Moore.
Was created for VRC EGM Caroline Ralphsmith, head of brand, marketing and engagement Jo King and senior brand and marketing manager Chloe Alsop by a McCann Melbourne team led by creatives Nicole Mandile and Tessa Midgley, lead designer Caity Maloney, TV producer Anne Comber, account director Jacquelyn Whelan, account manager Angela Lethbridge, retoucher Ross Goddard, plus finish artists Chris Vrieze and Darren Magnan.
The production company was //Thirteen & Co, post production The Butchery / The Refinery, photographer Georges Antoni and audio was by Bang Bang.
Comment:
Fun, frivolous and celebratory – with a dose of nostalgia and a hint of style – what’s not to like about this creative collection?
The campaign is supported by other simultaneous promotional events – such as the Lexus Melbourne Cup Trophy Tour
The @Lexus Melbourne Cup Tour went North and got up close and personal with crocodiles!#7Racing pic.twitter.com/PSY4VFIGtI
— 7HorseRacing(@7horseracing) September 22, 2018
Links:
Victoria Racing Club
https://www.flemington.com.au/
https://www.youtube.com/user/flemingtonracecourse
https://www.instagram.com/flemingtonvrc/
https://twitter.com/flemingtonVRC
https://www.facebook.com/flemingtonracecourse
https://www.linkedin.com/company/108593?trk=tyah
McCann Melbourne
