BJÖRN KUSA — CREATIVE
BJÖRN KUSA
ATG (Swedish Horse Racing) - A Love Story.gif

ATG // DO YOU KNOW YOUR HORSES?

ATG
SWEDISH HORSE RACING
A LOVE STORY

A campaign with our client ATG (Swedish Horse racing) and their weekly game V75. The launch film can be seen as a metaphor for horse racing culture with dedicated supporters who loyally follow their interest through friendship, disappointment and happiness. But also for the able betting man’s feeling for a rough diamond – a horse he knows can win.

Shot by director Rane Tiukkanen in the area around Seville, Spain. The song “Where do I begin?” from the film “Love Story” (1970) is sung by Dame Shirley Bassey. This 80-second hero piece (along with additional footage) was made into 10+ shorter spots used during the year for various promotions and events.

Crowdsourcing a Print Ad From Fans.

At the same time as the film was released, we created a digital activation. It was a site and a banner campaign where Swedish horse fans could submit the one feeling that they thought describes horses the best. We then used the collected data (well… words) to create the first print-ad of the year for ATG.

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The Print Ad.

A true tribute to horses. To and from the people that know them best. The words that were most frequently submitted became more prominent in the print ad. We wanted to show that the print was born in digital, that’s why we chose to keep the tag cloud design.