ATC parades new creative platform ‘Where Stories Are Made’, via Emotive
A new carnival campaign from the Australian Turf Club (ATC) – created by independent creative agency Emotive and directed by Pete Moore – aims to show off a day at Sydney’s racing carnivals.
The campaign promotes an indulgence of world-class sport, music, fashion and hospitality, all in the one place.
Underpinning the work is a new creative platform, ‘Where Stories Are Made’, that will be rolled out across every communications touch point of the ATC. Launching with film, OOH and radio for the Sydney Autumn Racing Carnival, the campaign looks to bring to life stories of friendship, fun and spontaneity all set in a vibrant, colourful world of a race day.
‘Where Stories Are Made’ will also champion those who work across all aspects of thoroughbred racing, entertainment, fashion, and hospitality to collectively deliver these unforgettable Sydney occasions through sharing their unique and inspiring stories of dedication, endeavour, and talent. Carnival racegoers will also be encouraged to share their own legendary stories from their days at the track throughout the carnival.
Melinda Madigan, executive general manager commercial said: “With so many social events to go to in Sydney on any weekend, we wanted to celebrate why a carnival race day at Royal Randwick or Rosehill Gardens is the ultimate social choice. With iconic Sydney venues, award-winning hospitality, world-class racing, a vibrant atmosphere complete with live music, DJ’s, rooftop bars and more, this campaign brings to life an experience like no other that you’ll retell again and again.”
Ben Clare, group creative director Emotive said: “A day at the races with your friends is one where stories are well and truly made. From historic wins on the track to unforgettable moments off of it, they don’t just live long in the memory, they tend to be the kind of stories that keep getting better with every telling.”
Credits:
Australian Turf Club
Melinda Madigan: Executive General Manager Commercial
Chris Bevan: Head of Marketing
Bronwyn Ryan: Senior Marketing Manager
Bridget Maloney: Marketing Executive
Sarah Peatling: PR Manager
Emotive:
Sarah Clifton: Business Director
Ben Clare: Group Creative Director
Edward Macaulay: Senior Art Director
Avi Azouz: Senior Copywriter
Tim Evans: Finished Artist
Hayley-Ritz Pelling: Head of Production
Petra Valent: Senior Producer
Rhian Mason: Head of Creative Amplification
Film Production:
Eden Collective
CEO, EP, Colourist: Adam Eden
Director: Pete Moore
Senior Producer: Erin Sheehan
Editor/ Sound Design: Shaun Sprowles
Stills Production:
Flipp
CEO/ EP: Joclyn McCahon
Photographer: Cara O’Dowd
Retouching:
Wellcom
Chief Production Officer: Andrew Bromley
Studio Director: Rob Kaley
Integrated Producer: Rozanna Begeni
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