303 Lowe Perth has created a seven part comedy series promoting the Ascot Summer Racing season.
The ‘Reimagine the Races’ campaign showcases Ascot as an entertainment destination for a new generation of young people.
The aim is to shift public perception about the races and engage a younger audience of 18 – 34-year olds, by helping them to reimagine what is on offer at Ascot.
Fronting the campaign are Perth Racing’s new ambassadors: Ash, Bec and Lee, three local actor/comedians (Sarah Danz, Adrienne Daff and Emily Rose Brennan) who aim to inject an element of stylish fun. The series follows the girls who unlitmately end up at the races.
The integrated campaign which kicked off on 2 November, includes TV, radio, press, digital, POS and transit outdoor advertising.
Credits
Creative Director: Richard Berney
Creative/s: Richard Berney, Joe Hawkins
Head of Design: Melissa Radman
Writers: Tom Medalia, Michael Matthews, Antony Webb
Photographer: Juliet Taylor
Director: Michael Matthews
Producer/Editor: Antony Webb
Business Director: Todd Baker
Business Manager: Charnre Terblanche
Business Coordinator: Steven Peles
Agency Producer: Kelly Dobbin
Digital Director: Peter Liddell
Channel Strategist: Warwick Kingston
Director: Michael Matthews
Producer: Anthony Webb
DoP: David Le May
Sound Production: Soundbyte
Post Production: Ant Webb/Siamese
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