As creators of the now ubiquitous Rainbow Laces campaign, Paddy Power have had a long (and perhaps surprising) relationship with the world of LGBT+ campaigning. When we sponsored Brighton Pride, we decided to put on the official bus of gay professional footballers – which was empty – to draw attention to the game's unwelcome environment.
Sustainability comms is tough at the best of times, let alone during Earth Month, when every brand in the world appears to be giving their exterior a spruce up with a fresh greenwash. With this campaign, we sprinkled a little light onto the subject matter, while aiming a few barbs at an industry behemoth at the same time.
During the pandemic, football fans weren't just missing from the home end – they were missing from home, too. In conjunction with charity Missing People, we filled Motherwell's South Stand with fan cut-outs.
But, unlike cut-outs seen across the league with smiling supporters, or dogs in scarves, these were instead silhouettes – representing the thousands of people missing across the UK. While shop windows featured missing people who were last seen in that area.
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