The vibrant Flemington crowd.
Victoria Racing Club is celebrating the evolution of this year’s Melbourne Cup Carnival in a campaign via Thinkerbell.
The work appeals directly to the individuals that make up the vibrant Flemington crowd — from the ‘Show Ponies’, to the ‘Work Horses’, and the spirited ‘Wild Horses’ — celebrating that there’s truly something for everyone at this year’s Carnival.
“The Melbourne Cup Carnival brings world-class sport and culture together, placing Melbourne firmly on the global stage,” said Victoria Racing Club chief marketing officer Nikki Clarkson.
“‘Fancy a Gallop?’ is an open invitation to racing fans, fashion lovers and major-event goers alike to experience the unrivalled racing, entertainment and atmosphere of Melbourne Cup Carnival week.
“We’re thrilled with how the campaign captures the breadth of experiences on offer, while reflecting the elevated experience our guests can expect at Flemington this year.”
The integrated invitation rolls out across TV, digital, OOH and social.
"Visually, we wanted to bridge the world of editorial high fashion with the uninhibited energy of Melbourne Cup Carnival Week,” said Thinkerbell chief tinker, Tom Wenborn.
“The film creates a world that feels dreamlike yet grounded in Melbourne’s distinct creative and sporting spirit."
Credits
Client: Victoria Racing Club
Creative: Thinkerbell
Director: Harry Welsh
Production: DIVISION
Post Production: ARC
Music Composer: Public Press
Sound: Rumble Studios
Photography: Simon Eeles, Artboxblack
Casting: Amy Mete Casting
Stylist: Stuart Walford
