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Australian Turf Club

Sydney Spring Carnival 2015

CLIENT:
Australian Turf Club

PRODUCT:
360 Stop Motion Photography

CHALLENGE:
To create a new experience for racegoers, attending the Spring Carnival 2015 at Royal Randwick Racecourse, which was fun and interactive but most importantly provided user-generated content that was instantly sharable and extended the ATC’s social campaign #TheRaces.

SOLUTION:
Realising that a day at the races is all about dressing up and looking your best, The Creative Shop developed an innovative and interactive activation that took posing for a standard photo to a whole new level. Instead of using just 1 camera to capture a traditional front-on moment, we developed software that allowed us to utilise over 50 cameras to take a picture of you… simultaneously! This had the effect of creating a 360 degree photo, so that the user could effectively see time stand still as the end content piece saw you from every angle. Having posed for your photo, all you then had to do was click on the eDM that instantly arrived in your inbox, and share it to social media using #TheRaces, not only to make your friends jealous, but also to go in the draw for some fantastic prizes from various ATC sponsors.