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A campaign that celebrates everything that’s WRONG with the sometimes-ugly beautiful game. 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. With the game plagued by bad behaviour; [cheating, corruption, sex scandals, backstabbing, bad-mouthing and players leaving pig heads in each other’s lockers...] taking the fun away from fans, we stood up for the punters and got ‘the game’ back to being a game with… the Ball of Shame.