‘That’s how legends are made’ in 2017 Cox Plate promotion
Magnum Opus Partners has promoted the 2017 Ladbrokes Cox Plate spring carnival asking “what does it take to become a legend?”
The 30 second television commercial uses snippets of historical horse races featuring Kingston Town while inviting this year’s spectators to “witness history”.
The campaign uses the champion Australian racehorse Winx, to depict how champions can be made at the Ladbrokes Cox Plate races.
Pat Langton, Magnum Opus Partners’ creative director, said focusing solely on horse racing in the campaign could be risky.
“In this case we feel that this is a moment in sport history that will draw a huge crowd. There are only a few times in history a horse like this comes along, up with the likes of Kingston Town, Phar Lap and more recently Black Caviar,” Langton said.
Daniela Cole, marketing manager at The Valley, said the ad looks different to everyone else’s.
“Promoting and celebrating The Valley’s unique brand as well as capturing this year’s unique attraction in Winx.”
Credits:
- Client: The Valley
- Agency: Magnum Opus Partners, Melbourne
- Executive Creative Director: Mike Allen
- Creative Director: Pat Langton
- Copywriters: Stephen Yolland & Pat Langton
- Account Manager: Alicia Yeoh
- Production: Hase Productions
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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