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The ‘U18s race free’ initiative, driving more families to the 50 participating racecourses
We re-invented the U18’s Race Free identity, creating a fun and engaging style to make the brand more appealing to children and parents. The brand needed to be contemporary, fresh and light, attempting to shred the negative stereotype formed around racecourses not being a wholesome environment.
As well as producing the new brand for ‘U18s Race Free’, we created ‘Horsing Around’. An original comedy video series featuring David Walliams and ‘The Crown’ actor Billy Jenkins as a father-son duo showcasing the fun that families can have at the races.
Welcome to a new world of horse racing
The new logo playfully utilised the iconic winners rosette with unsymmetrical and rounded typography creating a quirky and quintessentially British personality. Bright impactful colours populated by exciting illustrated characters helped bring children into the playful universe of horse racing
That’s all folks!
An illustrative style with a host of exciting characters with a strong nostalgic aesthetic. Reminiscent of classic cartoons creating a sense of wholesome family entertainment.
A partnership with a British icon, David Walliams.
‘Horsing Around’. An original comedy video series featuring David Walliams and ‘The Crown’ actor Billy Jenkins as a father-son duo aimed to showcase the fun that families can have at the races. It resulted in more than 3 million views of animated video content – a 114% increase on video views from the previous ‘Under 18s Race Free’ 2017 campaign.
