TAKING PR THROUGH THE LINE WITH PADDY POWER
Paddy Power asked us to help them create buzz around the England vs Wales World Cup match, as the brand threw its support behind its Celtic cousins.
Our research showed the typical fan wasn’t bothered by the political issues – they just wanted to watch the football. Sticking to the football, the poor Welsh team needed all the support they could get, but the population is outnumbered by sheep 3:1. So what better way to get behind the team than with a giant message of support from a herd of sheep?
We poked fun at the England team with a message of “SHEEP > LIONS” spelt out by 1,200 sheep. We even got stuck in with the herding. Genuinely.
Our campaign went through the line, as we produced a TV ad which went live during the game, alongside many other assets and channels. We secured 43 pieces of coverage. And, most importantly, Paddy Power saw the most actives placing bets on a football match in their history.