Racing UK South Africa Campaign
How do you create a campaign that celebrates the best of British Racing without being too…British?
What we did…
The campaign needed to embrace the heritage and excitement associated with British racing, whilst avoiding any stereotypical ‘colonial’ associations as the campaign would be running throughout South African betting shops and this would be a ‘turn off’ to South African customers.
The first thing we did define a creative style. We decided that ‘heritage’ didn’t have to mean a traditional look and feel, so we came up with a ‘Mod’-inspired creative that was uniquely British (but not traditionally British), encapsulating the excitement of racing action with crisp, clean imagery and bold, simple colours.
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