2025 Winner

CASE SUMMARY

Horse Racing in Ontario Canada is home to some of the world’s best racehorses, jockeys and trainers. But interest in the sport has been declining rapidly. Over the last half decade there’s been a steep decline in track attendance (-16%). And wagering is facing competition from the multitude of new online gambling options.

The media spend of the top five sports betting sites is 1716% higher
than Ontario Racing.

As the governing body for the industry (Ontario Racing) and the body in charge of marketing OLG (Ontario Lottery and Gaming), the pressure was on to turn
the sport around.

The goal was to create a campaign that would help increase wagering and attendance at horse racing tracks across Ontario Canada. And to demonstrate the excitement of the sport, and spark an interest in the public that would get them excited to go visit a track.

In hard numbers, the objectives were to prevent the decline in total bets made at the racetracks between 2022-23 (0%), increase at-track wagering by 4% vs other wagering methods with Current Player audience and prevent decline in racing attendance (0%).

Screen time and streaming services have become an overwhelmingly popular source of entertainment. What that meant for horse racing was that the living room couch was becoming more appealing than a visit to the horse racing track.

But according to a study done by Variety, 60% of people that watch a sports documentary become more interested in that sport. If the agency could get people into the sport in their living rooms, they could get them motivated to go see that excitement live at the track.

So, instead of just making another TV spot that told people to go to the track, they created a 2 season long 9-part docuseries that helped people fall in
love with the sport.

They called this docuseries “Ontario Racing: Unfiltered”. The agency put cameras where they’ve never been before, and mic’d up jockeys and drivers. “Unfiltered” gave viewers an all-access, unfiltered look at what happens on and off track in a way that has never been done in the sport.

Each 15–25 minute episode dropped throughout the season on Canada’s biggest
streaming platforms, helping Ontario Racing drivers, jockeys and trainers stand shoulder to shoulder with the biggest sports stars in the world.

Their characters revealed compelling stories involving family legacies, decade long rivalries, life as a rookie racer, how a gay woman jockey balances motherhood with competing in a male dominated sport, and so much more.

“Ontario Racing Unfiltered” helped break wagering records at racetracks and helped drive record breaking attendance at The King’s Plate, Canada’s biggest horse race.

The campaign garnered an 11% increase in in-person wagering across the season with a 33% increase in wagering during the King’s Plate, and a 10% increase in at track attendance for the season.

The series became a top trending sports documentary on CRAVE and had 20 million video views across Instagram, Facebook, X, Reddit, Crave, and TSN.ca 187+ million impressions.

Credits

Graham Lang, Chief Creative Officer, VML Canada
Frank Macera, Executive Creative Director, VML Canada
John Ricciardella, Associate Creative Director, Art, VML Canada
Dylan Verwey, Associate Creative Director, Copy, VML Canada
Sam Bullis, Head of Branding & Design, VML Canada
Jennifer Yoon, Senior Designer, VML Canada
Janice Bisson, National Head of Production, VML Canada
Steve Emmens, SVP Head of Production, VML Canada
Heather Hyland, Senior Broadcast Producer, VML Canada
Emma Toth, Chief Client Officer, VML Canada
Tyler Harris, Managing Director, VML Canada
Sam Glasbey, Account Director, VML Canada
Sara Thibeau, Account Supervisor, VML Canada
Caitlin Croley, Account Supervisor, VML Canada
Lizzie Dabous, Vice President of Strategy, VML Canada
David Synyard, Group Strategy Director, VML Canada
Liam Norris, Senior Strategist, VML Canada

Lori Shea, Senior Product Development and Marketing Manager, OLG
Yvonne Leung, Director Marketing Communications, OLG
Tyler Puley, Director Marketing Communications, OLG
Maxine Chapman, VP Brand & Marketing Officer, OLG

Bug Content, Production House
Michael Smith, Executive Producer, Bug Content
Tyler Klementti, Producer, Bug Content
Jeremy Grant, Director, Bug Content
Amanda Campbell, Associate Producer, Bug Content
Clay Porter, Director of Photography, Bug Content
Kris Belchevski, Director of Photography, Bug Content

Editorial Episode 1:
Andrew Boucher, Editor, Freelance
Charlotte Percle, Assistant Editor, Freelance

Editorial Episode 2-5:
School Editing, Editing House

alter ego, Post House

Keith White Audio, Audio Episode 1

Cassette Sound Studios, Audio Episode 2-5

EssenceMediacom, Media Agency