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Åkestam Holst Captures the Excitement of the Race in Powerful ATG Spot



Director Martin de Thurah and Bacon tell the story of a woman's connection with longing for the horse race betting brand

Åkestam Holst Captures the Excitement of the Race in Powerful ATG Spot

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. Then, equally rare is this kind of emotional script for a betting company. 

The advertiser ATG is a local super brand in Sweden. 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.

The Swedish top agency Åkestam Holst (Adweek Intl. Agency of the Year 2018), has worked on the ATG account since 2007. So far, the agency's most extended client collaboration. Over the years, Åkestam Holst has successfully created a unique visual world and tone of voice that differentiates ATG and V75 from the competition. 

Where the competing brands focus on monetary messages with an often-exaggerated statement about the chances to win, ATG always puts emotions, production quality, and  entertainment as the focus. 


Agency / Creative
Post Production / VFX
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Genres: People, Storytelling

Categories: Sports and Leisure, Gambling

Åkestam Holst, Thu, 10 Nov 2022 10:28:18 GMT