TAC X Country Racing Victoria
Community spirit and connection is the driving force behind country racing. It’s really special the way the events bring a town together. We wanted to tap into this and celebrate the excitement leading up to a race day first, before delivering TAC’s important message: If we all get home safely, everyone wins.
Problem
Country racing brings towns together, embodying community spirit and connection. But this celebration carries a serious risk — nearly 1 in 5 drivers and riders killed on Victorian roads are over the legal alcohol limit.
Brief
Harness the excitement and pride leading up to a race day to share TAC’s critical message: if we all get home safely, everyone wins.
Solution
This bright, community-led social and experiential campaign celebrates the unsung heroes of race day — the groundskeeper, ticket collector, food stand operators, and local bartender — before shifting tone to show how a joyful day can turn tragic in a moment.
Mid-way, we introduce the real heroes: Victoria Police, Ambulance Victoria, and SES — first responders who are always standing by on race day too.
Running ahead of all 67 Country Cups, the geo-targeted campaign urged racegoers to separate drinking and driving by making a plan to get home safely. Assets featured across social media, race books, big screens, and on-the-ground activations throughout the racing season.
Check out the second phase of this campaign here.
Services
- Campaign Strategy
- Campaign Production
- Motion & Stills Production
- Media Strategy
- Meta Campaign Management
- Print Production
