Racing Victoria calls on the Spring Racing Carnival.

— Strategy
— Concept / Creative
— Film Direction

— Digital
— Radio
— Event

— Outdoor
— Social

Racing (at least in its marketing) has had something of an identity crisis in recent years. It's not been quite sure if it's pretty girls patting horses, or the venerable sport of kings steeped in tradition. It's presented itself as either too elitist, or has gone too far in the other direction. It's pitted itself against other sports and failed because, well racing is different. It's not combative, it's not oppositional.

Rather than dividing us, racing is one of the few sports that unites us.

Racing encompasses so much. Sure, there's the sport, but there's the conviviality, the electric atmosphere, the thrill and suspense, the fashion, the people watching! The list just keeps on going, but it all adds up to one thing: there's something for everyone. It calls us into our suits and dresses. Into the salon and into the limo. Over to our mate's place for a barbie or to the local to put on that once-a-year bet. It's a heady, intoxicating sport that appeals to us each in different ways. No matter which was you look at it: in Victoria, in Spring: 'The Races Are Calling'.