Ladbrokes 'gambling horses' by Leo Burnett

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Leo Burnett was given just one week to develop a series of idents backing Ladbrokes' new sponsorship deal with digital channel At The Races. The result is a series of 32 six-second idents starring the "gambling horses" -- a group of horses who live together in stable. But they aren't real horses, they are people in horse outfits who behave and talk just like real betting enthusiasts, and their stable is equipped not only with hay but also a laptop, a PC, a phone and a Ladbrokes shop in the corner.

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Released: 13 October 2005

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Sponsorship of At The Races
Leo Burnett
Creative concept
Caroline Rawlings
Nick Pringle and Chris Birch
Art directors
Caroline Rawlings and Clark Edwards
Joint writers/art directors
Philip Deacon and Martin Richartz
Theo Delaney

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