Creativity

ATG: The Race

Cheer your (virtual) horse to victory.

Published on Jul 08, 2011

Editor's Pick

With The Race, an online multiplayer horseracing game created by Swedish horse racing brand ATG, you can actually cheer on your horse to victory using your computer microphone.

ATG in Sweden created The Race to engage a new younger audience in horse racing, but wanted to involve more senses than usual to create an emotional response. The game also uses the webcam, so players can upload pictures sharing their emotional response to the game with others.

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About

Credits

Date
Jul 08, 2011
Agency:
Akestam Holst
Art Director:
Bjorn Gustafsson
Client:
ATG
Art Director:
Jesper Holst
Copywriter:
Patrick Dry
Copywriter:
Mark Ardelius
Copywriter:
Anders Bystrom
Digital Producer:
Alex Picha
PR-Director:
Marcel Bultman
Planner:
Mikael Grenros
Production Manager:
Ikka Norberg
Digital Production:
From Stockholm With Love
Sound Production:
Plan8
Producer:
Alex Picha
Director:
Nisse Axman
Director of Film & Photography:
Oskar Tornros

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