ATG v75 - What excitement feels like (2022) :90 (Sweden)

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).

Client: ATG 

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

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