ADVERTISING

ATG

The Race

Agency: Åkestam Holst

Description

We wanted to engage a new younger audience in horse racing. So we invented The Race - The world's most emotional game. The Race is a realtime multiplayer game where you compete against up to five other people on the net. But we wanted to involve more senses than usual to create an emotional response. In gameplay you can therefore use your voice (through the built-in microphone) to cheer your horse forward. We have also used the webcam to create an unusual photo finish where people can easily share evidence of their emotional response to the game with others. The design is inspired by the classic/retro Kentucky Derby which could be found at fun fairs in the past.

This professional campaign titled 'The Race' was published in Sweden in July, 2011. It was created for the brand: ATG, by ad agency: Åkestam Holst. This Digital medium campaign is related to the Gaming industry and contains 1 media asset. It was submitted about 11 years ago.

Credits

URL: http://www.racet.nu/?lang=eng
Advertising Agency: Åkestam Holst, Sweden
Art Director: Björn Gustafsson, Jesper Holst
Copywriters: Patrick Dry, Mark Ardelius, Anders Byström
Digital Producer: Alex Picha
PR-Director: Martin Cedergren
Planner: Mikael Grenros
Production Manager: Ikka Norberg
Account Executive: Nico Hasselström
Speaker: pdhubba
Digital Production: From Stockholm With Love
Sound Production: Plan8
Producer: Alex Picha
Director: Nisse Axman
Director of Film / Photography: Oskar Törnros

Sojourner Famil...

ADVERTISING

iStock Essentials

Skyscraper tower buildings in fi...

Artist: Sushiman

iStock Signature

Mechanical digger and truck in c...

Artist: phaitoons

iStock Signature

Beautiful young woman at beauty ...

Artist: DuxX

iStock Essentials

Young man hugging a dog. Energet...

Artist: ultramansk

iStock Signature

Aerial flying around windmills a...

Artist: wathanyu

iStock Essentials

portrait boy sitting looking at ...

Artist: Adennysyahputra

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.