Paddy Power loves an underdog, and wanted to back their Celtic cousins for the England vs Wales game at the 2022 World Cup. Making use of Wales’ largest population (sheep), we herded 1,200 woollen warriors to spell out a giant message of “SHEEP > LIONS” to give the Welsh an impactful message of support, while poking fun at the Three Lions. The client loved the idea so much that they turned it into a TV ad, Metro cover wrap and in-store activation.
Wales were the major underdog going into the England game, so they needed all the help they could get, both in terms of footballing ability and national population.
But, what Wales lacks in people, it more than makes up for in sheep. Outnumbering the Welsh population 3:1, enlisting the support of Wales’ sheep meant the Dragons would see their support quadrupled ahead of the big match.
+Half a million bets placed on the fixture – the most ever for a single game
4 million earned impressions on social
PR coverage hit 23.7% of target audience on the day of the game
43 pieces of coverage inc. 15 nationals & 3 broadcast
82% of coverage included key messaging and branded imagery
