Remember THAT awful statue of Cristiano Ronaldo? Ahead of the Champions League final in Cardiff, we helped Paddy Power create a little more of its trademark mischief when we tracked down its creator and commissioned him to create a new bust of local boy and Real Madrid forward, Gareth Bale.
Everyone knew about the dreadful Ronaldo statue and its creator, Emanuel Santos, but he had gone into hiding after his CR7 bust. He was totally off-grid.
An example of old-fashioned PR detective work and persistence – it took one trip to Portugal, three to Wales, extensive negotiations and A LOT of Google translate but we found Santos and got him to have another go.
250+ pieces of earned media
82 links to the Paddy Power website
Footfall to the Cardiff Paddy Power store increased by 20% the week of the match
Champions League bets spiked by 8%
