Paddy Power
‘XXXXLucky’
[2016]



Having been previously banned from advertising at Cheltenham Horseracing Festival, the Irish bookies asked our help in sneaking them back in...

We suggested Paddy Power bring the spectators some good fortune, by making their ‘lucky pants’ extra lucky, and creating a giant pair to hang in the nearby English countryside for all to see.

I didn’t think I’d ever be the one saying “make the logo bigger”. No wonder the client said yes.

Agency: WE ARE Pi
Creatives: Tom Bird, Tom Biddulph
Creative Directors: Hobson + Chant
Producer: Vicky Cullen
Production Company: MADE Studio








[BEHIND THE SCENES | please get in touch for password]



So, in the end, the UK tabloids never got a chance to run our zinger headline. Bummer.





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