senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

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

10/11/2022
Advertising Agency
Stockholm, Sweden
178
Share
Director Martin de Thurah and Bacon tell the story of a woman's connection with longing for the horse race betting brand

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. 

Brand
Agency / Creative
Media
Production
Post Production / VFX
SIGN UP FOR OUR NEWSLETTER
Work from Åkestam Holst
Groceries
IKEA – Energy Thieves
21/10/2024
29
0
Zipper
IKEA – Energy Thieves
21/10/2024
20
0
Tape
IKEA – Energy Thieves
21/10/2024
30
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0