Back a Winner, Not a Whipper
The horse-racing industry is one that I have personally had a problem with due to the animal care/ treatment that it takes advantage in order to make money. I think this is very ironic as horse-riding is based on horsemanship and the partnership between the horse and the jockey but the horse-racing industry has become aimed at a novelty day out fuelled alcohol and betting.
Over-whipping adds to an already stressful environment as it has become a style of horse-riding that has become overlooked for too long. Previous campaign work has been morally right in what it is trying to change but I wanted to design a campaign for a specific audience.
I decided on focussing a campaign around the betting audiences as they look at horse-racing very objectively as they only see a name that can win or lose them money. They don't have knowledge around the treatment of the horses so I feel it is important to attach the campaign to betting company so William Hill is being used as hypothetical example.
The main colours for the campaign are yellow and red. I wanted to incorporate yellow to already tie into William Hill's branding and the relationship to gold that is attached to the idea of winning. I used red to present the idea of the jockey's with a violent connotation.
The overall style for the illustration is pop-art based as I wanted to present the horses and jockeys not realistically as that is how the betting audience see them currently.
I tried to make the campaign touchpoint based on convenience so it doesn't restrict the audience from betting but encourages them to make more informed decisions on their bets. Also, being overly forceful with the campaign wouldn't suit the betting audience and it would hypothetically be attached to an individual brand so it would be important not to make it too individual.