Client: Ascot Racecourse
Campaign: Royal Ascot 2015


Royal Ascot has established itself as one of the key events of the British summer calendar. The 2014 Great British Drama campaign captured the sense of thrill and excitement by dramatising its history and diverse audience. The 2015 campaign needed to build on this solid ground and highlight exactly why Royal Ascot should continue to be considered in this renewed light.


To reassert Royal Ascot’s rich offering we emphasised the attention to detail that goes into every element of the event. We uncovered evocative tales and stories that give an understanding of the long-standing traditions, rich history and its meticulous preparation. Together they truly make the experience of Royal Ascot an event like nowhere else.


Building on the artistic execution of the 2014 campaign, artist Lauren DiCioccio was commissioned to produce a bespoke hand crafted embroidery, depicting carefully selected elements of the unique event. Each part signifies rich insights into the stories behind Royal Ascot: a representation that simultaneously shows the extraordinary attention to detail as well as emphasising its characteristic beauty and refined elegance.

The campaign will flex across print and outdoor, to digital and TV, all the way through to at-race comms and merchandise.

The official launch will be announced in late February, and the embroidery will be revealed at the racecourse itself, taking pride of place, in the lead up to the event in June.

The TV and digital will soon follow… In the meantime, have a look at the ‘behind-the-scenes’ film below.