Paddy Power
‘XXXXLucky’
[2016]



Banned from advertising at Cheltenham Horseracing Festival, Paddy Power asked us to find a way to sneak them back in...

We suggested that they bring  spectators some good fortune, and make their ‘lucky pants’, extra lucky, by making the world’s biggest. 

And rather than sneak in, we’d hang them on a giant washing line in the nearby English countryside.

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











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





Wow, wasn’t that fun? Now click the giant envelope ︎