Paddy Power: Rainbow Russians

Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.

Campaign details

Brand: Paddy PowerBrand owner: Paddy Power BetfairLead agency: MediaCom UKCountry: United KingdomIndustries: Lotteries, casinos, gamblingMedia channels: Online video, Outdoor, out-of-home, Print, Social mediaBudget: Up to 500k

Executive summary

Just like England scoring six goals in a World Cup group game, here's a sentence you never thought you would read: the LGBT+ community is supporting Russia. Openly. Unflinchingly. Whole-heartedly. Because whether the Russian team knew it or not (or liked it), they would be funding a campaign to tackle homophobia in football. Every time Russia scored,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands