Objective was to drive broader target audiences to the horse racing events by dispelling their negative image. Horse racing is considered gambling in Japan.

In order to communicate the excitement of the race, we wanted the target to feel what it's like to be there; the excited audiences, friendly staffs, intense jockeys and horses.

Especially as the new year is the year of horse in the oriental zodiac.

The campaign run along with TV spot. 20,000 pictures were used to create this lively image.

With special anniversary events still on the way, the campaign would mark a successful milestone for the association’s history and have a great impact on the targets.