Keeneland November Sale Campaign - 2019

Developing an ad campaign that teased some upcoming adjustments to the Keeneland November Sale experience was a fun but challenging departure. Eliciting anticipation and curiosity through a dramatically lit sales pavilion was the key to our approach. With strong stage-like lighting, rich shadows, unique angles, and fog machines, we showcased the sales ring and supporting details like they’d never been seen before. The focused but impactful campaign caught the attention of viewers primarily in trade pubs and social media.