According to Åkestam Holst and director Martin de Thurah, this is what horse race betting feels like.
With a bit of magical realism, subtle sound design, and poetic images, this work aims to capture the excitement of betting on horses. In the film, produced by Bacon, we meet a woman connecting to her deepest longings through an encounter with a horse. It's a rare occasion for Cannes Lions GP-winner (Under Armour/Rule yourself) Martin de Thurah to work in Scandinavia.
ATG arrange horse racing betting games seven days a week, with a climax every Saturday with the game V75. In the local sports betting market, about 90 companies compete for attention. It's a fierce competition where ATG, with its iconic game V75, has become the biggest betting game in Sweden in all categories.
Åkestam Holst has worked on the ATG account since 2007. Over the years, Åkestam Holst has successfully created a unique visual world and tone of voice that differentiates ATG and V75 from the competition. See "Statues" (2008), "Join the game" (2008), "32 million years in the making" (2007), ATG - Top Shot (2007), and ATG - Creek (2007).
Head of Marketing: Johanna Åberg
Marketing Director Horse: Peter Dennbrink
Campaign manager: Peter Karlström
Project manager: Camilla Stenlund
Agency: Åkestam Holst NoA
Creative Director: Joakim Khoury
Creatives: Mark Ardelius & Jesper Holst
Account manager: Magnus Hamberg
Agency producer: Helena de Brun
Project manager: Ikka Norberg
Planner: Henrik Sjödin
Production company: Bacon
Director: Martin de Thurah
DOP: Kasper Tuxen
Executive producer: Samuel Cantor
Producer: Axel Herrlin
Post: Bacon X
Media Agency: Wavemaker