The theme for Cheltenham 22 was the rivalry between the British and Irish, which comes to the forefront during Cheltenham week as the Nations face off over the Prestbury Cup, awarded to the whoever has the most winners when the results are tallied. In truth Ireland have dominated in recent years but it’s still a great talking point and it allowed us to use two of our ambassadors – Peter Crouch for mass market appeal, and Ruby Walsh, the celebrated jockey and pundit, to represent the respective sides.
We backed the guys up with Mick Fitzgerald, Matt Chapman and Nina Bryce who are all familiar to the racing audience and Paddy Power himself.
This was one of the largest shoots we have done for the Paddy Power brand. We shot our 6 ambassadors in Dublin and London in a huge variety of poses to give us a bountiful bank of imagery to use throughout the festival.
We also used all of this creative to produce a bespoke cross-sell campaign for all of our gaming brands.
As well as this we also shot them in summer racing gear, which then formed the basis for our creative throughout the flat racing season. I’ll do a separate post on that another time.
Daniel Flynn - Creative 