‘A place where play takes priority’: Emotive releases first work for Australian Turf Club
The Australian Turf Club has launched its Spring racing campaign, the first work from its newly appointed creative agency Emotive.
Shot at 350 frames per second, the campaign film takes on the perspective of a horse galloping past the racegoers, entertainers and chefs of the ATC gathered around the track.
Creative agency Emotive was briefed with developing a campaign that would recruit the next generation of racegoers.
Corina Black, EGM of commercial at ATC, said in a statement: “Whether you are at Royal Randwick or Rosehill Gardens, the races offers a day long entertainment experience like no other. With world-class entertainment, food and racing, it’s a place where play takes priority. We needed an idea that could uniquely bring all these facets together to grab the attention of the social race goer.”
The OOH execution for the Australian Turf Club’s Everest Carnival
Ben Clare, group creative director of Emotive said too many people don’t have enough time for “pure fun”.
“In our hectic, modern lives, many of us focus so heavily on work and family commitments that we never seem to have time for pure fun. A day at the races is one of Australia’s great pastimes, and we simply wanted to invite racegoers to get their fun back on track with a campaign that positions the races as an oasis for adult play that is beneficial in more ways than one,” Clare said.
Last year the Everest Carnival, which takes place at the ATC’s Royal Randwick and Rosehill Gardens racecourses, attracted media attention when the NSW government allowed the barrier draw to be projected onto the sails of the Sydney Opera House.
The campaign will be executed across TV, cinema, OOH and radio.
Credits
Client: Australian Turf Club
EGM Commercial: Corina Black
Head of Marketing: Chris Bevan
Brand Coordinator: Katherine Jones
Creative and Production: Emotive
CEO: Simon Joyce
Chief Strategy Officer: Tyler Wilson
Business Director: Sarah Clifton
Group Creative Director: Ben Clare
Senior Creative: Henry Stafford
Director: Nick Robertson
Executive Producer: Hayley-Ritz Pelling
Line Producer: Tom Pearce
Production Coordinator: Aimee Stewart
Junior Art Director: Tessa Campbell
DOP: Daniel Ardiley
Art Director: Suzanne King
Wardrobe Stylist: Jess Pecoraro
Editor: Corey Farrell
VFX: White Chocolate
Sound: Rumble
Media Agency: OMD
My take-out … a day at the races is as slow as a wet week.
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