2024 Winner

Facing declining interest in horse racing, Ontario Racing collaborated with OLG and VML to revitalize the industry through an innovative approach. They created “Ontario Racing Unfiltered,” a five-part docuseries that offered an unprecedented behind-the-scenes look at the sport, showcasing jockeys, drivers and trainers in a compelling narrative format. The show premiered on major streaming platforms, providing viewers an intimate view of the sport’s inner workings and the personal stories of the participants. The docuseries also doubled as advertising content across social media, OOH and TV, significantly boosting track attendance and wagering.

It helped to break records at racetracks like Fort Erie and drove record attendance at The King’s Plate, Canada’s premier horse race. The success of Ontario Racing Unfltered extended beyond streaming platforms, trending as a top sports documentary on Crave. Segments featuring series characters on CP24 garnered 11.4 million viewers, while videos amassed over 16 million views across multiple platforms. It’s little wonder why plans are in place for a second season of the docuseries.

Credits

Graham Lang, Chief Creative Officer, TAXI/VML
Frank Macera, Executive Creative Director, TAXI/VML
John Ricciardella, Associate Creative Director, Art, TAXI/VML
Dylan Verwey, Associate Creative Director, Copy, TAXI/VML
Sam Bullis, Design Lead, TAXI/VML
Jennifer Yoon, Senior Designer, TAXI/VML
Janice Bisson, National Head of Production, TAXI/VML
Heather Hyland, Senior Broadcast Producer, TAXI/VML
Emma Toth, President, TAXI/VML
Tyler Harris, Managing Director, TAXI/VML
Sam Glasbey, Account Director, TAXI/VML
Sara Thibeau, Account Supervisor, TAXI/VML
David Synyard, Strategy Director, TAXI/VML
Liam Norris, Senior Strategist, TAXI/VML

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

Bug Content, Production House
Michael Smith, Executive Producer, Bug Content
Jeremy Grant, Director, Bug Content
Amanda Campbell, Associate Producer, Bug Content
Clay Porter, 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
Daniel Borchenski, Editor, School Editing
Mark Morton, Editor, School Editing
Matt Kett, Editor, School Editing
Jordan Allen, Assistant Editor, School Editing
Sarah Brooks, Executive Producer, School Editing
Steve Villeseche, Executive Producer, School Editing

alter ego, Post House
Andrew Ross, Colourist, alter ego
Daniel Saavedra, Colour Assistant, alter ego
Sebastian Boros, VFX Artist, alter ego
Dan Margules, VFX Artist, alter ego
Darren Achim, VFX Artist, alter ego
Ellie Law, VFX Assistant, alter ego
Veri Whitaker, VFX Assistant, alter ego
Mariya Guzova, Producer, alter ego
Hilda Pereira, Executive Producer, alter ego

Keith White Audio, Audio Episode 1

Cassette Sound Studios, Audio Episode 2-5
Tom Mullins, Audio Engineer, Cassette Sound Studios