Founded in 1937, Lexington’s own Spendthrift Farm celebrated its first ever win as owner in the prestigious Kentucky Derby in 2020 with Authentic.
The elusive victory was locally relevant on multiple fronts, as race winner Authentic was also conceived at Spendthrift Farm in 2016 and is the offspring of North America’s reigning two-time champion stallion Into Mischief – a resident at Spendthrift. It marked Into Mischief’s first Derby winner as a sire.
To commemorate the historic event, Spendthrift art director and designer Elizebeth Layne recreated the winning performance in an original art rendition designed specifically to anchor this campaign for Spendthrift, Authentic and Into Mischief for late fall and winter of 2020.
The launch date was the final week of October in order to target the industry’s Breeders’ Cup World Thoroughbred Championships event held at Keeneland on Nov. 6th & 7th.
The campaign consisted of utilizing complementary mediums and presentations, including industry-specific trades advertising – both print and digital, local billboard advertising, life-size cut out at farm, front cover of the company’s annual brochure, feature apparel, among others.
