'There are no favorites here' - STANLEY'S POST post-produces the 'GBR Horse PWR 25' campaign for London agency BMB and client Great British Racing (GBR)
Horse racing is Britain's second-biggest spectator sport, yet concerns about horse welfare pose the greatest threat to social acceptance of the sport and are a major obstacle to its continued growth. As part of this fundamental shift in values, Great British Racing, the British Horseracing Authority, and the sport's Horse Welfare Board joined forces in 2023 to find an agency to help racing address these challenges.
BMB was appointed in December 2023 to develop a new creative platform for the sport as a whole and, beyond, a new organizational vision centered on openness, trust, and transparency regarding horse welfare. The Grand National '25 campaign artwork shown here was finalized by STANLEY'S POST.
The Grand National is the most famous and richest horse race in the United Kingdom. It is one of the highest-stakes and best-paying races in the world. The race has often been criticized for its dangerousness to horses and riders. The race is usually held on a Saturday (usually the first) in April at Aintree racecourse near Liverpool.
BMB's creative approach, HorsePWR, reverses the notion of animal welfare concerns as a barrier to participation in horse racing by encouraging discussion and transparency in this area. Building on the public's love of animals and admiration for sportsmanship and athletes, HorsePWR instead uses positive welfare communication to inspire people to participate in the sport. The acronym PWR – purpose, welfare, responsibility – embodies the campaign's core pillars: purpose, welfare, and responsibility.
The core campaign content directs readers to the new destination platform HorsePWR.co.uk, designed by BMB. The website brings together all the key information on horse welfare in one place – easy to find, easy to read – with facts, data, and answers to questions.
“Driving trust around such an emotive topic was an exciting and challenging brief to receive, but that’s where BMB excels. This campaign for British racing has been grounded in the facts around racehorse welfare, whilst also celebrating the supreme athleticism of Thoroughbred horses. This beautiful work has been created to help racing switch the narrative to awe and admiration, whilst also inviting questions and fostering a deeper understanding of racing’s commitment to the wellbeing of these animals.”Jason Cobbold, CEO BMB
GoSee : HorsePWR.co.uk
CREDITS
Client GBR Horse PWR
Usage campaign 25
Post Production Stanley's Post Ltd
About STANLEY'S POST LTD
We’ve helped the world’s leading creative agencies and brands to create outstanding campaign imagery for over 15 years. Our reputation is built on high-end retouching. Our highly skilled artists apply the same detailed craft-based approach to anything from composite images through to full CG environment builds.We work across all sectors from photography, retouching, cgi, digital and press; mixing disciplines and doing whatever it takes to generate work of the highest quality and of the greatest long-term value to our clients.
GoSee : stanleyspost.com
-
Like
- Comment
ADVERTISING, PEOPLE, PORTRAIT, TRANSPORTATION, HAIR, MAKEUP, STILLS …. THE ACCOUNTS WITH
A BLUE STAR ARE APPROVED BY GOSEE
