The Swedish Horseracing Authority – “100 year symbol” campaign. Creative Director: Sebastian Lembke, Art Director: Sebastian Lembke, Sweden. 2016-2017.

The Swedish Derby, Swedens flagship racing summer event, is a flat horse race open to three-year-old colts and fillies. It takes place at Jägersro Racecourse located in Malmö, Skåne over a distance of 2,400 metres, usually on a Sunday in mid-July each year.

The Swedish Derby has been ridden every year since 1918, and is based on the Derby run at Epsom, England dating back to 1780.

Celebrating the Swedish Derby turning 100 on the 16th of July 2017  The Swedish Horseracing Authority requested a visual identity that could be used for the 100 year campaign. Both digital and print material was produced many months in advance building up to the actual Derby day.

The symbol put the history and heritage of the racecourse back to the centre of the campaign and helped turn the 100 year celebration of the Swedish Derby into a success. A record number of people attended the racecourse with lots of media coverage both in national TV and newspapers but most importantly the campaign managed to create interest for the sport among younger audiences previously unfamiliar with the sport.