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Ball of Shame

A campaign that celebrates everything that’s WRONG with the sometimes ugly game

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Issue:
Paddy Power wanted to set itself apart from the conventional gambling brands. It wanted to be known for being on the side of the punters, their go to betting brand.

Tension:
The game has become plagued by bad behaviour; The fans are left without redress and it was taking their fun away.

[cheating, corruption, sex scandals, backstabbing, bad-mouthing and players leaving pig heads in each other’s lockers...]

Question:
How do we standup for the punters and get ‘the game’ back to being a game.

Solution:
The ball of shame.