The brief for the Grand National campaign was to take the country's favourite race day and grow the audience YOY. We hoped to achieve this by appealing to a much broader popular culture audience than for many of our more specialised racing campaigns.

Working with comedy writer and director Stephen Pipe, ITV Creative's campaign showed a group of horses discussing the Grand National. The added comedic vehicle of the classic family and friends dinner party game, where players need to guess what is written on the post-it note stuck to their forehead, helped the campaign feel laid back, conversational and completely unexpected.

Peak audience for the live race rose by 1 million viewers which was up 12% YOY.