Paddy Power is Irish. Its team didn’t make the World Cup. But that hasn’t stopped it from having a whole lotta fun with national pride in the UK.
In London, the betting and entertainment company has followed its Nobody Does Football Better Than US TVC for the World Cup, starring Rob Lowe and Danny Dyer, with a daring foam finger special-build installation in Hackney, London, that twists one of the most famous symbols of American sports fandom against the hosts.
The larger-than-life installation, developed by BBH London, is as provocative as it is unmissable, bringing Paddy Power’s trademark mischief to the streets and delivering a playful reminder of who does the beautiful game best. The 13-metre tall special build is supported by a wider OOH campaign running across standard sites, ensuring the message reaches football fans far beyond East London.
Paul Mallon, head of sportsbook marketing at Paddy Power, stated “It’s one giant foamy, pointed and mischievous reminder to our World Cup hosts that Nobody Does Football Better Than US.”
Credits
Client: Paddy Power
Marketing Director: Leah Spears
Head of Sportsbook Marketing: Paul Mallon
Senior Brand Managers: Dan Oates & Ashley Vann
Brand Manager: Hannah Scott
Senior Media Manager: Amanda Weir
Advertising Agency: BBH London
CCO London & Ireland: Felipe Serradourada Guimarães
Creatives: Edward Ryder & Joe Craig
Designer: Nawaraj Gurung
Deputy CSO: Saskia Jones
Strategy Lead: Darius Pasalar
Managing Director: Bobbie Gannon
Senior Account Director: Louis Haskell
Account Manager: Georgia Hanscott
Agency Print Producer: Matt Kitto
Media Agency: EssenceMediacom
Production support: Global Street Art
Where the campaign began:
…And while Ireland has missed out on the World Cup, Paddy Power is giving the greatest fans in the world skin in the game.
BBH Dublin’s campaign encourages Ireland fans to support Ivory Coast – because the team’s flag mirrors the Irish tricolour.
The digital outdoor and retail campaign proudly flies the Irish flag far and wide, just in reverse. A simple flip on the typical football poster, ensuring no fan is left without a team.
Marcos Gemal, executive creative director at BBH Dublin, stated, “Paddy Power is famed for its irreverent take on world events, and now they’re upping the ante by giving Irish fans a last minute World Cup substitute.”
Paul Mallon, head of sportsbook marketing at Paddy Power, added, “We wanted to have a bit of fun on home turf this World Cup so we thought, why not lend our voice to a fellow team in green, white and orange. And sure, isn’t everything a bit backwards with the tournament anyway?”
The campaign is running on digital outdoor sites in Dublin, as well as in print in the Sunday Independent and The Sun. Activity will run during Ivory Coast matches when the team plays Ecuador on June 15, Germany on June 20 and Curaçao on the 25th.
Credits:
Client: Paddy Power
Head of Sportsbook Marketing: Paul Mallon
Senior Marketing Manager: Hugh Doddy
Senior Brand Manager: Ashley Vann
Advertising Agency: BBH Dublin
Chief Creative Officer London & Dublin: Felipe Serradourada Guimarães
Executive Creative Director: Marcos Gemal
Associate Creative Directors: Aubrey O’Connell & Lucas Oliveira
Art Director: Jose De Oliveira
Copywriter: Donal Gaughran
Business Lead: Amy Crowe
Strategy Lead: Darius Pasalar
Account Manager: Norah Conlon
Agency Producer: Matt Kitto
