TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎
TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎



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Paddy Power
Various
2015–2017
[Commercial work]

A bunch of provocative ideas for the notorious Irish sports-betting company. Amazingly, the only idea to get made was a gigantic pair of pants.

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(1)
Les Rosbiefs
Rosbief (n) ~ A derogatory French term used to describe the English on account of their pale complexion and tendency to go red when it’s hot.

When France were playing host to the European Football Championships, Paddy Power asked us how they could welcome England fans to the tournament. Since the first England fixture was being played in sunny Marseille, we proposed casting a mix of pale and sunburnt British bodies to create a giant supportive England flag on the beach.

(2–5)
XXXLucky
A marketing ‘incident’ meant Paddy Power were banned for 5-years from sponsoring the iconic Cheltenham Horseraces. They asked us for creative ideas to ‘get them back in’.

One idea was to make their logo (a pair of lucky green pants) not only real, but huge. Obscenely big. Like, big enough to hang on a washing line in a distant field yet still be visible from the racecourse. To our surprise, the pants immediately went into production, and nearly made it into the air. Nearly.

(6)
Tyson Fury’s Tender Turkeys
Paddy Power wanted to wish everyone a Merry Christmas. That winter, the professional British boxer Tyson Fury was all over the news due to one of his many controversies. We suggested putting his boxing skills to a different use... creating a unique christmas food cart selling turkey sandwiches, tenderised by Tyson himself.

(7)
Wacky Waving Wenger
Arsene Wenger – the long-standing and increasingly unpopular manager of Arsenal FC – was on the brink of being sacked. The odds said he’d soon be looking for a new job. Since his trademark long puffer jacket always made him look like one of those wacky waving inflatable tube men, we thought it’d be a nice gesture if Paddy Power made a bespoke one, and placed it outside Arsenal’s home stadium, advertising Wenger to prospective new employers.


Agency  ︎︎︎  WE ARE Pi
Creative  ︎︎︎  Tom Bird, Tom Biddulph
Creative Director  ︎︎︎  Rick Chant, Barney Hobson
Account Handler  ︎︎︎  Paddy Garvey
Producer  ︎︎︎  Vicky Cullen, Ekaterina Golovkina
Production Designers (XXXLucky)  ︎︎︎  MADE Studio (UK)

Mark
Wednesday May 11 2022
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