Description
ATG’s “The Horses Are Calling” brings horsepower to the streets of Stockholm.
When ATG, Sweden’s premier horse racing and betting brand, set out to launch V85—a bold new take on sports betting— creative agency Åkestam Holst had a simple mission: make people feel the pulse of horse racing.
The result is The Horses Are Calling, a cinematic and stirring film where the power of the racetrack spills into the heart of Stockholm.
Hundreds of people and horses converge in the city center, drawn by an invisible force—the call of the racetrack itself. What unfolds is a striking fusion of movement, sound, and emotion: the thundering rhythm of hooves on city streets, the collective anticipation of something new, and a celebration of community, excitement, and energy.
The film is directed by Fredrik Bond, whose signature visual storytelling balances raw energy with poetic beauty. Behind the idea are Jesper Holst and Mark Ardelius at Åkestam Holst NoA. Production was handled by Giants & Toys.
This professional campaign titled 'The Horses Are Calling' was published in Sweden in October, 2025. It was created for the brand: ATG, by ad agency: Åkestam Holst NoA. This Film medium campaign is related to the Gambling industry and contains 1 media asset. It was submitted about 2 months ago.
Credits
ATG client
CMO: Johanna Åberg
CMO Horse: Peter Dennbrink
Åkestam Holst NoA
Creatives: Jesper Holst, Mark Ardelius
Client director: Charlotte Zetterström
Strategy: Harald Larsson, Henrik Sjödin
Account manager: Ikka Norberg, Sofia Skeppar
Agency producer: Magnus Kennhed
Giant & Toys
Director: Fredrik Bond
EP: Tilde Klinth
LP: Line Postmyr, Calle Isberg
Photo: Pepe Gay de Liébana
Edit: Patric Ryan
Music: Gustav Jennefors
Post production: Chimney Pot
Media: Wavemaker/WPP Media
