Cheltenham 2022. A long two year wait since punters had last attended. And the big idea to set pulse’s racing?

Your horse is the only horse that matters. When Coral’s knowledgeable customer makes their (well researched) selection, everything else peels away - it’s just their laser focus on the horse they’ve backed.

From 48 sheets to press and social through to retail, we exploded this premise TTL - culminating in a highly disruptive takeover of all OOH media at Cheltenham for the four day festival itself.

Arresting, atmospheric and cinematic shots, focussing entirely on our hero horse, were photographed by Benedict Campbell over four days in Pontefract. The final suite of campaign images bust category norms and got the audience closer to the action than ever before.

Role: ECD