A new campaign from TAB in Australia, called ‘Not One Day’, recognised the contribution that women make to the racing industry.
Launched on 8 March to leverage International Women’s Day 2021, the campaign from the Australian racing industry’s self-styled ‘biggest supporter’ was created by agency M&C Saatchi.
The integrated initiative was spearheaded by a hero 15-second launch film highlighting the achievements and contribution that women from all areas of the industry have made.
The campaign spanned several other strands including press executions, digital and social content, plus retail media (including DOOH and a YouTube/Sky Racing broadcast buy).
The campaign also included a self-proclaimed ‘industry first’ at the Randwick race meeting which saw each race renamed after individual women who have made racing stronger in Australia.
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The campaign will continue to roll out across several months through fresh creative telling individual stories of industry trailblazers and loyal supporters linked via the #NotOneDay campaign hashtag.
“Not One Day recognises the outstanding women who have shaped the racing industry over the years but also acknowledges all those who continue to do so right now,” said M&C Saatchi Executive Creative Director Mandie van der Merwe. “We’re proud of this important piece of work because it is a celebration of women in the industry not just today but every day.”
M&C Saatchi Creative Laura Brown added: “Having the opportunity to support and celebrate some of the remarkable women in the racing industry has been an incredibly rewarding experience. We believe these stories of drive and resilience are worth sharing and we’re excited to keep telling them throughout the year.”
TAB EGM (Marketing, Customer & Product) Luke Waldren continued: “For the last 64 years at TAB, we’ve watched racing make the kind of strides that are the envy of all sports when it comes to women. It’s one of the many reasons we continue to back and celebrate an industry that’s leading the way.”
The campaign was created for TAB’s Luke Waldren (Executive General Manager), Kent Madders (General Manager), Jonathon Rhydderch (Racing NSW Manager) and Jessica Moodie (Marketing Coordinator – Racing) by M&C Saatchi.
The creative agency team included Chief Creative Officer Cam Blackley, ECD Mandie Van Der Merwe, Creative Director Chris Cheeseman, Creatives Laura Brown and Tom Bradbeer, Group Managing Director Russell Hopson, Group Head Emma McJury, Account Director Joshua Johns, Head Of Strategy Nick Jacobs, Social Strategy Director Emma Parsons, Senior Social Strategist Clement Simon, Senior Project Manager Ashlee Keown and TV Producer Colin Tuohy.
The production company was 13CO, with photography by Patrick Fileti, music and sound handled by Rumble & Song Zu, post production from Resolution Design, PR by M&C Saatchi Sport & Entertainment and media by OMD.
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