PP – Save Our Shirt

Paddy Power wanted to draw attention to the fact that despite 2 million people being at risk of gambling addiction in the UK, 59% of football clubs are sponsored by gambling brands. 

Despite being a betting and gaming operator, Paddy Power could see the absurdity of the situation – and wanted to challenge it. We decided to take a stand and help reform the industry.

How? By doing the unexpected.

Stage one of our campaign saw us outdoing – and outbranding – our competition. We launched a new kit for Huddersfield Town that featured an over-the-top, hen-do style design. There was an immediate outrage by both fans and press with commentators claiming it signaled “the death of football”.

Although some smelled a rat, and suggested it was a stunt, the mood changed when the Football Association got involved. Suddenly this was serious.

Or was it? The decision was made to play along and let everyone sweat for 48 hours.

Then the real kit was revealed. Completely unsponsored. This coincided with the launch of #saveourshirt online, on TV and in print. People started questioning their roles in promoting brands they had no affinity with – while paying for the pleasure of wearing their logos emblazoned across their chests.

Not putting the Paddy Power logo on shirts got far more publicity than if we had. That move effectively returned Huddersfield Town’s sacred shirts to their rightful owners – the fans. Before long other fans were calling on their clubs to save their shirts.

By playing with convention the campaign reached

• 743 M media impressions,
• 13.2 M interactions
• Shirt demand increased by 1904%

I’m immensely proud to have been involved in the award-winning campaign from the genesis of the idea through to completion.  I helped with creative strategy, design work, club liaison work and activations.  

I was even personally cited as part of Huddersfield’s £50,000 FA Charge!