Liquor & Gaming NSW


The race that stops the nation

The Melbourne Cup is the 3rd biggest horse race in the world. In 2015, gambling exceeded $340 million on the race that stops a nation.

Partnering the Responsible Gambling Fund (part of Liquor & Gaming NSW) to amplify the message of problem gambling and the available channels of help during Spring Carnival via social, we created a campaign to get people to share the messages with friends and loved ones.

We faced a huge challenge in competing with the large-scale advertisers during the biggest racing event in Australia and Spring Carnival in getting the message out.

To create cut through, we created a new brand of form guide, complete with jockey names and tips based on gambling triggers and behaviours. These were seeded out via RGF’s three primary social channels for the week leading up to the great race.

To further leverage the campaign, we jumped on board the existing social chatter, pushing the entirety of the campaign out through the #MelbourneCup hashtag. Our micro campaign message reached over 170K people on social and created more than 4,400 viral stories.







Art Direction

UX Design

Visual Design




Building a difference