2024 Effie Awards Canada
2 Bronze
UNFILTERED
Instead of a TV spot, we created a five-part docuseries that helped people fall in love with the sport of horse racing.
Client: OLG
Office: Canada
Ontario Racing UNFILTERED is a five-part docuseries giving viewers an all-access look at horse racing in Ontario. We put cameras where they’ve never been before, and mic’d up jockeys and drivers. UNFILTERED gave viewers an unscripted, uncensored, unfiltered look at what happens on and off the track in a way that has never been done in the sport.
Horse racing is an industry that employs over 25,000 people in Ontario, Canada, 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.
According to a study done by Variety, 60% of people that watch a sports documentary become more interested in that sport.
We took inspiration from their world of entertainment and created a five-part docuseries that helped people see the raw excitement and drama of the sport. We called the series UNFILTERED.
We 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 the track in a way that has never been done in the sport.
Our goal was to truly immerse audiences in the world of horse racing. UNFILTERED is just that, the raw emotions of horse racing captured in a series that elevates the brand of Ontario Racing through branded entertainment, executed at the highest level, and available on the broadest streaming platforms in Canada.
2024 Clio Sports
Silver & Bronze
2024 CMA Awards
2 Gold
PRESS
OLG captures the essence of horseracing with a documentary
Read Article
UNFILTERED Documentary Series Is Ontario Horse Racing like You’ve Never Seen It Before
Read Article