HRI: Racing Runs in Us

Our "Racing Runs in Us" campaign by HRI isn't just about horse racing as a sport; it's a celebration of its intrinsic ties to Irish culture.

This integrated campaign spans TV, radio, Out-of-Home and digital channels, aiming to showcase horse racing as an unseen yet pervasive presence in Irish life. By marrying evocative visuals with authentic soundbites, the campaign invites audiences to feel the sport's pulse across the nation.

HRI Racing Runs In Us Folk VML Advertising Dublin

Challenge

The challenge was to reposition horse racing from an often peripheral activity to a celebrated element of Irish culture and heritage. Despite its deep roots, horse racing was frequently overshadowed by more mainstream sports or viewed as a niche interest. The task was to craft a narrative that demonstrates its widespread influence, ensuring it resonates emotionally and connects with a broad audience, reigniting pride and participation across diverse communities.

Inspiration

Recognising horse racing's hidden yet omnipresent role in everyday Irish life inspired the campaign's direction. Folk VML sought to capture the subtle ways horse racing enriches community spirit, traditions, and economic vitality. This insight led to a creative exploration of how horse racing's melodies, rhythms, and narratives are quietly yet powerfully interwoven with the lives of Irish people, forming a cultural pulse that has shaped the nation for generations.

Idea

The campaign titled "Racing Runs in Us" embraces horse racing as a unifying cultural element in Ireland. By using a mix of ambient sound design, shadow-based visuals, and spontaneous voices from the sport, the campaign crafted a narrative that does more than show racing - it evokes the essence of its experience. The project transcends typical boundaries, celebrating horse racing's cultural impact through a connection to place and emotion, reminding every viewer of the sport's role as an authentic Irish heritage.