IS THIS HOW HORSE RACING ONCE STARTED?

TitleIS THIS HOW HORSE RACING ONCE STARTED?
BrandATG
Product/ServiceATG
Category A04. Production Design / Art Direction
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Production BLECK Stockholm, SWEDEN
Credits
Name Company Position
Jesper Holst Åkestam Holst Noa Art Director
Mark Ardelius Åkestam Holst Noa Copywriter
Magnus Hamberg Åkestam Holst Noa Client lead
Henrik Sjödin Åkestam Holst Noa Planner
Ikka Norberg Åkestam Holst Noa Production Manager
Helena de Brun Åkestam Holst Noa Agencu Producer
Bart Timmer Bacon film Director
Tim Lorentzon Bleck Film DOP
Josefin Kollberg Bleck Film Executive Producer
John Ericson Bleck Film Producer
Ulrika Sjölin Bleck Film Costume Designer
Marina Ritvall Bleck Film Make-up, Hair, Wig & FX Designer
Peter Brandt Bleck Film Editor
Kevin Koch Bleck Film Sound Designer
Copenhagen Visual Copenhagen Visual VFX/Grade/Online

Write a short summary of what happens in the film

In an action-packed ad, we are thrown back to the Swedish countryside in the late 19th century. People are gathering at the farmers-market horse race to bet on three antagonists. One of them is a young and poor peasant girl who takes a critical bet against a prominent rich man who is no stranger to dirty tricks. There is also the seasoned and self-confident veteran, a master of his game. We follow the thrilling race along creeks, through meadows, and winding dirt roads. At the end of the race, an ATG spokesperson unexpectedly enters the frame in modern outfit addressing the audience with a question "Is this how harness racing once started? He casually states "Maybe so". And as the combatants pass the finishing line, now as modern day drivers on a modern track, he concludes; "One thing is sure: it's still as exciting."

Cultural / Context information for the jury

Harness racing is deeply rooted in the Swedish culture as it resonates with our past as a farming nation. It started centuries ago with peasants racing each other with horses and buggies on their way home from markets. Today, harness racing is a phenomenon attracting close to million people placing bets every Saturday with ATG, making it Swedens number one betting game (all categories).

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

In order to recreate the historical feeling we wanted, we shot in an historical environment on the swedish countryside. All props and costume where researched and brought in to create the illusion of a period piece. We also added some VFX for example the explosion and some other tricks to enhance the feeling for a real dangerous and exciting race.