‘The world can wait’, says Melbourne Cup campaign
The Victoria Racing Club (VRC) has said ‘the world can wait’ in its latest campaign which seeks to promote the biggest day in racing, the Melbourne Cup Carnival.
McCann Melbourne said the campaign aimed to capture the fun and frivolity of the carnival, which allows attendees to leave the “humdrum” behind.
The ad aims to encourage Australians to become part of the “wild and wonderful” Melbourne Cup Carnival crowd members.
Nicole Mandile, creative director at McCann Melbourne, said in a statement: “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 is running across print and TV.
Caroline Ralpsmith, executive general manager at VRC, added: “McCann Melbourne has perfectly captured the colour and beauty of the Melbourne Cup Carnival on the streets of our wonderful city.
“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!'”
An out-of-home execution
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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Hhmmm,
Outstanding work! Brilliant work show casing the colour, life, energy of attending the Spring Carnival (and consequent “loser” tag if you don’t). This is style and class. Not the usual attempt at “irreverent humour” or “all about the horses” Racing Carnival ads we typically see.
Please (please…please!!!) can McCann Melbourne or someone from the VRC come up and help the ATC out of their communications misery?
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A somewhat odd choice to use a musical number that features the name of another city as part of its chorus…
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I guess the concept is some kind of exclusivity and escape that dressing up to attend a horse race offers. Much like being a hipster and applying Instagram filters to photos of myself dressed up as a prawn cocktail while listening to Burt Bacharach songs does.
Didn’t excite me greatly but I like the font.
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I like the font too
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seriously! this would have to be some of the worst creative ever seen
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