The tradition continues in the ATC’s latest spot via Banjo for the 2016 Sydney Autumn Carnival

The Australian Turf Club has launched its new advertising campaign for the 2016 Sydney Autumn Carnival, ‘The Tradition Continues’ which highlights that 150 years of rich Australian Racing history and tradition is celebrated at the Sydney Autumn Carnival.

The work of creative agency Banjo, Sheepish Lion and the ATC, the campaign depicts modern imagery overlayed with historic racing images and crowds in a 30 second montage, showcasing racing and the Sydney Autumn Carnival as a long established part of Australian culture.

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The spot was directed by Sheepish Lion’s Ken Lambert. The campaign aims to highlight the rich history and tradition of the carnival bringing it into the modern day, visually merging the old with the new. To achieve this Lambert used a double-exposure technique to create a compelling look that could bring these worlds together.

The campaign draws on two of Australia’s biggest and most respected racing events, the Longines Golden Slipper, which is run for the 60th time this Sydney Autumn Carnival, and The Championships, the Grand Finals of Australian racing at Royal Randwick.

Tony Partridge, chief operating officer, Australian Turf Club said the campaign encapsulates both the racing and social elements of the Carnival in both modern and historic settings in a style befitting a world-class racing event.

Says Partridge: “There is so much to celebrate that is new and exciting in Sydney racing such as The Championships, huge prizemoney increases, the Longines Golden Slipper and the world’s best horses and jockeys competing but we know there is also an enormous amount of goodwill and pride in the history and tradition of the Sydney Autumn Carnival.

“The campaign aims to give the Carnival context. Over coming weeks we will delve deeper into some of the archive images and footage that appears in the campaign. We will particularly focus on the 60th Longines Golden Slipper and reminisce about everyone’s favourite Slipper moments. In that context we will promote everything a modern day at the Sydney Autumn Carnival offers including our current Champions and the glamourous social side of the Carnival.”

Client: Australian Turf Club

Sound Design: Song Zu