New Major Sponsor of the Melbourne Cup 2018
Lexus really raised the stakes to announce themselves as new sponsors of the Melbourne Cup in 2018 – by staging a live media stunt that pitted a thoroughbred horse in a timed race against their latest high performance LC500 car.
With respect to the confidentiality of the unexpected announcement, design&deliver worked closely with famed advertising agency M&C Saatchi, coordinating horse and vehicle race timings to integrate the live stunt within the TVC package they produced.
Our logistical expertise was tested to the limits – rehearsing a race between animal and automobile was never going to be easy! We coordinated multiple crews across the course to capture the race and official proceedings on live cameras across an event stage that stretched over 2km of track.