Is This What Excitement Feels Like?

Agency: Åkestam Holst


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. 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.

This professional campaign titled 'Is This What Excitement Feels Like?' was published in Sweden in November, 2022. It was created for the brand: ATG, by ad agency: Åkestam Holst. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted 7 months ago by Content Creator: Rosanna Hagald of Åkestam Holst NoA.


Client: ATG (Swedish horse and sports betting)
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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