The Australian Turf Club launches ‘The New Breed Prepares’ campaign via Droga5, Sydney
The Australian Turf Club has launched ‘The New Breed Prepares’, a new campaign produced by Droga5 Sydney to herald a new era of racing in Western Sydney celebrating the first year of the Golden Slipper Carnival at Rosehill Gardens.
The campaign showcases the fun action-packed atmosphere synonymous with the Golden Slipper Carnival, whilst putting the real stars of the day, the two year old thoroughbreds into the spotlight.
Shot at the Inglis stables at Randwick, the parallels throughout the campaign play on the preparation taken by both young thoroughbreds and young punters before a race day, where the next generation of race-goer meets the next generation of racehorse.
The campaign aims to present an energetic and youthful tone whilst retaining the aspirational values associated with The Australian Turf Club, depicting The Tooheys New Golden Slipper as a real occasion, with a sense of style.
The campaign includes 30 second TV commercials, print, outdoor and digital executions, out to market from 16 February 2015.
Promising three unsurpassable weeks of racing within the 2015 Sydney Autumn Racing program, the Golden Slipper Carnival includes Cellarbrations Ladies Day on 14 March, Sydney’s premier race day the Tooheys New Golden Slipper Day on 21 March and Western Sydney Legends Day on 28 March.
Championing Tooheys New Golden Slipper Day, the Australian Turf Club’s campaign distinctly focuses on Rosehill Gardens and the characteristics that make it and the Tooheys New Golden Slipper great. With $10m in prize money on offer, the Golden Slipper Carnival will see Western Sydney play host to Australia’s biggest race day with five Group 1 races and of course exciting fashion events, entertainment and premium hospitality.
Says Tony Partridge, Australian Turf Club chief operating officer: “The new-look Golden Slipper Carnival promises to be one of the most impressive sporting events of the year. No race in Australia influences breeding and yearling sales as much as the Tooheys New Golden Slipper and it is the New Breed of horses and their future progeny that will rocket to stardom by winning the race.
“With so much on offer at Rosehill Gardens this year, our new campaign aims to elevate racing in Western Sydney appealing to both traditional and new racing enthusiasts all around the country.”
Agency: Droga5, Sydney
Executive Creative Director- Steve Coll
Associate Creative Director/s – Barnaby Packham/ Daniel Bolton
Art Director- Jonathan Fox
Copywriter- Lea Egan
Group Business Director- Joanna Peasland
Senior Business Manager- Ylenia Marinos
Senior Producer – Anthony Martin
Director- Michael Corridore
Producer- Samantha Simpson
Production Company- Sam I Am
D.O.P- Katie Milright
Stylist/Wardrobe: Eliza Godman
Editor – Joe Morris
Post Production – Spectrum Films
17 Comments
Why would they PR this crap? The rumours of Droga5 falling apart seem to be ringing true.
hey, i don’t hate it
So it was shot at stables in eastern Sydney, to “showcase the fun action-packed atmosphere” of western Sydney.
No wonder it doesn’t do any of that.
Amazing
Yes, horse racing is confirmed as a social event for the vacuous. No surprises there. D5 do another very, very ordinary ad. Again, no surprises.
If they really wanted to “showcase the fun action-packed atmosphere” of the cultural blight that is Rosehill Gardens, they should have celebrated the “breed” that you actually find there: bacardi-breezer-guzzling fake-tanned muffin-topping chicks; and the energy-drinking, white shoes/white sunnies (bonus points for wearing them on the back of the neck) tarocash-wearing bogans who like to say shit like “yeah nah deadset aye fuckin hecticunt”.
Months of nothing from Droga and then this.
Shame.
Gone lame.
Not quite as bad as the absolute shit that was served up last year but not much better. Why does the ATC continue to focus on getting people to the races that don’t punt? I thought that their incom was derived from course punters not bar patrons???
Hoon it, Jono!
Should be Ivor Smallun.You are clearly riven with complexes.
What is your problem?Who do you think you are?Seek help before you self harm.
But let’s leave Mr Sad out of this for a moment.
It is quite
a nice TVC.Not special ,but okay.
Horses and punters and boring clothes. Yeah good one.
wow, dave droga must be wanting some pretty big answers from Gohil and Coll???
This is absolute rubbish, no wonder there’s a mass exodus of the joint. do an RG/A and just don’t pr anything as there’s nothing good to talk about
It’s hardly Ashbeclee, is it?
Destroy the ad, fire the creatives and burn down the building.
I’m sure Droga are capable of much better than this. It wreaks of having been delivered to some very traditional and ill-educated client expectations.
People, sheeople.
Stop bagging Droga5 Sydney. It’s not their fault they’re not as good as the New York office. I think we all expect more from them because they’re Droga and that’s why everyone gets soooo negative about all their work. If it was a small agency called Cohesion no one would care. So let’s forget they’re called Droga and it might make us all feel a lot happier. After all the New york office is always going to do better work, they’re in New York!