Ordinary People Release Their Inner Animal in Swedish Horse Racing Association Campaign

Behind this proposal is Swedish Agency Åkestam Holst Noa and client ATG, with their horse racing game V75. In this new campaign, we follow some ordinary people as they heed the calling, letting their hooved beasts out. The films are directed by acclaimed director Fredrik Bond and produced by Giants & Toys, Stockholm.

The betting game V75 is the no. one game overall in Sweden, with about one million yearly participants. V75 is often described by its fans in a multi-sensory way, where the horses' beauty, power, and unpredictability add to the excitement of having the chance to win life-altering sums of money.

“Swedes can be perceived as controlled, but that isn’t necessarily true for V75 fans. Just watch us during a big race. The horses tend to appeal to our animal instincts!”, says Jesper Holst and Mark Ardelius, the creatives behind the campaign. As Saturday's game looms, people behave differently as their bodies prepare for the event – clearly a contagious phenomenon. “I’m excited to see this new concept for V75 grow in the coming years. So much in it connects to the excitement of horseracing”, says ATG’s Peter Dennbrink.

The campaign airs in Sweden from January 8th