In the lead-up to Derby Day and the Melbourne Cup, the team behind 'Dumb Ways to Die' brings you a satirical take on the form guide: The Uninformed Guide. Get it?
To be rolled out through digital and metro print, the Uninformed Guide is unsound advice for novice punters and one-day-a-year race-goers. In other words, for everyone who sees the normal form guide as a jumble of word-and-numbers vomit.
“We're always looking for ways to improve the big event experience for our customers,” Metro Trains marketing manager Chloe Alsop said. “The 'Uninformed Guide' is designed to deliver some sensible advice in a tongue-in-cheek way, that keeps revellers smiling on their journey to the track.”
McCann executive creative director John Mescall said: “I know nothing about horse racng, so this campaign really speaks to me. And I'm sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.”
