Åkestam Holst NoA invites people to get into horse racing betting brand, ATG’s game, V75. The eye-catching hero commercial, Fredrik Bond and produced by Giants & Toys, shows them heed the calling by channeling their inner horse.

Betting game, V75, is the no. 1 game in Sweden and one of the largest horseracing pools in the world, with about one million yearly participants. It is held weekly and 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,” note Jesper Holst and Mark Ardelius, the creatives behind the campaign. 

“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,” added ATG head of marketing horse betting, Peter Dennbrink.

The 60-second commercial is supported by a range of 20-second cutdowns.

Credits:
Client: ATG (Swedish Horse Racing)
Head of Marketing: Johanna Åberg
Head of Marketing Horse Betting: Peter Dennbrink
Campaign Manager: Peter Karlström

Creative Agency: Åkestam Holst NoA
Art Director: Jesper Holst
Copywriter: Mark Ardelius
Client Director: Charlotte Zetterström
Strategists: Harald Larsson & Henrik Sjödin
Account Manager: Ikka Norberg
Agency Producer: Magnus Kennhed
Graphic Designer: Lotta Persson

Production Company: Giants & Toys
Director: Fredrik Bond
Executive Producer & Producer: Calle Isberg
DOP: Jakob Ihre
Music Supervisor: Li Stanley
Music Composer: Håkan Eriksson
Editor: Patric Ryan
Grade, Online: TINT
Sound: RED PIPE
Media Agency: Wavemaker
Service Company, Capetown RSA: Moonlighting