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2019

Brexit Trolling

Company The Public House
Client Paddy Power
  • Bronze
    6 Integrated & Earned - Integrated Campaign
Creative Director
Colin Hart
Creative Director
Jarrod Banadyga
Copywriter
Evan Kane
Art Director
Colin Hart
Art Director
Ciaran Doyle
Designer
Trevor Nolan
Account Manager
Ciana Nolan
Account Director
Sinead Dennis
Activation Build
Nine Yards
Account Director
Catrióna Campbell
Creative Director
Colin Hart
Creative Director
Jarrod Banadyga
Copywriter
Evan Kane
Art Director
Colin Hart
Art Director
Ciaran Doyle
Designer
Trevor Nolan
Account Manager
Ciana Nolan
Account Director
Sinead Dennis
Activation Build
Nine Yards
Account Director
Catrióna Campbell

With rounds of negotiations and painstaking debates across the pond, Paddy Power took inspiration, and advantage, of a very topical conversation and the perfect opportunity to back the boys in green. Headline-driven executions featured playful jabs like “No stopping this backstop”, “Beating you at your own game (Literally)” and “Odd’s on an ‘Exit’ this year – 1/2”

With multiple Brexit-toned digs in the form of a fully integrated campaign – OOH, Press, Social, we hijacked the rugby conversation. This even extended to a ‘Paddy Power Passport Office’ – an experiential pop up created to poke fun at the record-breaking Irish passport applications from the UK in the light of Brexit. The fully integrated campaign had over 50,000 engagements – and the brand had more mentions that weekend across social media platforms – beating Guinness, a 6 Nations Sponsor.

Activity included:

OOH (4 different executions)

Press advertising in broadsheets and redtops

Social – Facebook, Twitter

Experiential

Earned media coverage including features in The Sun, The Irish Post, Joe.ie, Joe.co.uk, and Irish Central in the USA.

17.6m Online Readership

55.1k Estimated Coverage Review.

21k Social Shares.

5.65k Retweets.

Twitter = 14,796

Facebook = 20,300

Instagram = 19,614

Total Engagements = 54,710

Our Collaborators

ADCE logo Art Directors Club of Europe
Institute Of Advertising Practitioners In Ireland Logo
Design and Art Direction Logo
CPI logo Commercial Producers Ireland
Design Enterprise Skillnet Logo
100 Archive Logo