Atg: The Race

Credits & 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.



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