Excitement is an emotion as well as a visceral feeling. It is a way in which we lose ourselves, which is the essence of the new spot for Swedish horse race betting company ATG.
In it, we follow a woman who wakes up to find a horse in her house, before she is catapulted through a fantastic journey.
Swedish agency Åkestam Holst and Danish director Martin de Thurah via production house Bacon teamed up to create this dream of a film. Through magical realism, subtle sound design, and poetic images, the audience is taken on a breathtaking and almost cathartic journey through the excitement of betting on horses.
(Director de Thurah is handled in the U.S. and U.K. by Epoch Films.)
CreditsClient ATG Agency Åkestam Holst NoA Joakim Khoury, creative director; Mark Ardelius, Jesper Holst, creatives; Harald Larsson, Henrik Sjuodin, stratgists; Helena de Brun, producer; Lotta Person, graphic designer. Production Company Bacon Martin de Thurah, director; Samuel Cantor, exec producer; Axel Herrlin, producer; Alina Gron, production manager; Staffan Kihlbom, 1st AD; Kasper Tuxen, DFF, DP; Greg Shoulder, production designer; Zeke Soderlund, set dresser; Johanna Borggren, stylist; Seth Ericson, stunt coordinator; Oscar Ohlson, drone operator; Daniel Casselby, Drone camera operator; Philip di Luca, horse wrangler. Editorial Bacon CPH Peter Brandt, editor; jasmin Falk Jensen, assistant editor; Louise Ryge, post coordinator. Color & VFX Post BaconX Jan Tvilling, VFX creative director; Elina Carranza-Pitcher, VFX exec producer; Cilie Kragegaard, head of production/sr. producre; Daniella Strand, color/VFX producer; Hannibal Lang, colorist; Mikkel Hansen, Mario Maruska, VFX lead; Kai Hauswirth, Thomas Banner, VFX artists; Lassse Selvli, Soren Knudsen, conform.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More