The Challenge: Turn the Everest Carnival into this generation’s race, and in doing so, reframe the Melbourne Cup as their parents’ race.
No one wants to turn into their parents.
Racing NSW
Idea
Premature Geriatrification. A day at the TAB Everest could alter the course of your life by helping one ward off the grim prospect of Premature Geriatrification.
Strategy
A film led campaign combining a long form social video with 30” TV executions and PR.
Results
Specific commercial results cannot be shared.
Hero
30 Second Iteration
30 Second Iteration
Credits
- Client: Racing NSW
- Creative and Production: Emotive
- CEO: Simon Joyce
- Chief Strategy Officer: Tyler Wilson
- Business Director: Sarah Clifton
- Group Creative Director: Ben Clare
- Creative Director: Michael Dawson
- Director: Josh Logue
- Executive Producer: Hayley-Ritz Pelling
- Senior Producer: Michael Hollis
- Production Manager: Aimee Stewart
- DOP: Evan Papageorgiou
- Art Director/ Wardrobe Stylist: Suzanne King
- Editor: Corey Farrell
- Colourist: John Agapitos
- Sound Design: Rumble Studios