Lifting the lid on the Festival of Racing.
Melbourne's Spring Racing Carnival is Australia's biggest and most prominent racing event of the year. It's such a big deal that it means most people don't consider the other three quarters of the year that are just as full of racing - including the Festival of Racing, Racing Victoria's second most important event.
We created an above-the-line campaign (running across digital, TV, social, print, radio and outdoor) that would call not only to fans of the sport but to 'social seekers' looking for an alternative to other entertainment events on offer at this time of the year.
Featuring a mystical, teleporting picnic hamper (and indeed, why not ?) the campaign builds upon the creative platform established for Spring Carnival, 'The Races Are Calling', to bring to life the fun and convivial atmosphere of a Festival of Racing race-meet.