Paddy Power: Save Our Shirt

Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.

Executive Summary

Gambling addiction is a significant problem in the UK. Meanwhile, betting brands have become addicted to football sponsorship. Fans and their sacred football shirts have become walking billboards for betting sponsors. Paddy Power wanted to create mea