Campaign details
Brand: Paddy PowerAgency: VCCP Blue
Summary
Gambling addiction is a significant problem. Meanwhile, betting brands are addicted to football sponsorship. Fans and their sacred football shirts have become walking billboards for betting sponsors. Paddy Power wanted to create meaningful change in the category.
Paddy hadn't previously entered football sponsorship, but would now strike a deal with five clubs. But, crucially, without their name on the shirts.
However, rather than coming straight out with logo-free strips and waiting for polite applause, we decided to first make the problem much, much worse.
We would use the very...