PP — Mug on the Tyne Mug on the Tyne

Paddy Power wanted to give ex-Newcastle owner Mike Ashley a send-off befitting a man of his footballing fortitude. And when we got to thinking about him, the first thing that sprang to mind was a massive mug!

With Newcastle fans regularly expressing their disappointment over a lack of investment in the squad throughout the Ashley era, we created a special farewell mug – almost as big as a double-decker bus – probably the most expensive item to be unveiled at St James’ Park in quite some time.

The giant, four-meter high mug – synonymous with a certain leading sports retailer – emblazoned with a farewell message to Mike Ashley was unveiled outside St James’ Park.

On this project I assisted with ideation, graphic design and logistic support.