ATG, the Swedish Horse Racing Totalisator Board, was founded by the Swedish state. Agency Åkestam Holst has worked with ATG for two years and with this new campaign the agency has produced their best work to date.
Swedish commercials normally shoot for a laugh, and set in that context this beautiful piece really stands out. The commercial was shot in Madrid. But a few seconds into the film you can see "St.George and the Dragon," Bernt Notke's medieval statue in Stockholm's Old Town cathedral, Storkyrkan. On the campaign website levandespel.se ("Levande spel" means "Living Games") you can see the commercial plus behind-the-scenes footage. By Swedish standards this is quite pretentious, and therefore paradoxically quite cute. I love the sound design as well, the fact that they chose not to use music. My only reservation is that it should have been longer; I'd like to see a 90 second version.
Swedish commercials normally shoot for a laugh, and set in that context this beautiful piece really stands out. The commercial was shot in Madrid. But a few seconds into the film you can see "St.George and the Dragon," Bernt Notke's medieval statue in Stockholm's Old Town cathedral, Storkyrkan. On the campaign website levandespel.se ("Levande spel" means "Living Games") you can see the commercial plus behind-the-scenes footage. By Swedish standards this is quite pretentious, and therefore paradoxically quite cute. I love the sound design as well, the fact that they chose not to use music. My only reservation is that it should have been longer; I'd like to see a 90 second version.
