Paddy Power
Out of all the clients I have had there are none more enjoyable or encouraging of thinking outside the box than Paddy Power. Here’s some ideas that made it to the punters.
Win Annoyingly
We all have that one annoying mate who can’t help but rub it in when they win. This insight was at the route of this idea entitled 'Win Annoyingly'. The campaign was created to promote Paddy Power’s Play Card, a card that gives punters better prices and features in retail and gives people a reason to be a bit smug.
To pull this campaign off we needed someone who had the right, erm… gravitas for the campaign. Mike Dean was our first and the best choice for the campaign and did a brilliant job bringing this to life along with photographer Sean Breithaupt.
This video was created for Paddy Power's in-shop PPTV and for social and was edited by Sean Hunt. The campaign also included radio, print, OOH, DOOH.
When awards are Trumped
Forget about awards, this campaign got on CNN. The 2016 US Election was a tricky one for us. Trying to be provocative, while not taking sides is a very difficult thing to do. This wasn't the first time my work has made the news, but CNN was a new high for me and more important than any advertising award because we knew the ad had been talked about.
Unfortunately for Paddy Power, assuming there was no way Trump would win, they paid out on Clinton to win. That didn’t go very well, niether did the next 4 years.
Paddy Power Chase Day
Terrible traditions
Paddy Power host an event called Chase Day in Leopardstown every year at Christmas. As an alternative take on the usual Christmas campaign, the idea I came up with was to poke fun at the factg that although Christmas is a wonderful time of year, not every Christmas tradition is fun, which h is why people should consider Chase Day, a proper fun Christmas Tradition.
Strategically, establishing Chase day as an alternative Christmas tradition for our customers was the aim for the campaign.
I did the concept, Art Directed and image manipulation and this was shot by Sean Breithaupt.
We also created a pack of goodies/activations for people who went to the event as well as some on site signage on the day which you can see below.
The all-Ireland final.
Sometimes, events come along that are so big and so important that only the smartest and most nuanced of strategies are enough to create cut-through.
This strategy was about creating a space for GAA fans visiting Dublin. Somewhere where they could be themselves and feel comfortable.
