Paddy Power launched a new feature in early 2024 called Super Sub. This allows a customer’s bet to roll over to the new player if their initial selection is replaced. So, say for example you have Hojlund to score but he is replaced by Mount who then scores a 90th minute winner, you still win. It’s a simple mechanic but solves a real pain point for many customers.
We were given the task of supporting BBH, who were working on the TV ad, and fleshing out the campaign in terms of Print, Digital, Social along with any ideas for Special Builds or Mischief.
This project was interesting for me as I was also given the role of Creative Manager overseeing a team of creatives who were coming up with ideas. I decided which routes and concepts went forward and managed the process along the way.
We ended up with two visual directions to do two different roles for the brand. First, we had an eye-catching CK-inspired OOH piece that was designed to grab attention for this new feature and make a splash. This was particularly relevant at the time as the Jeremy Allen White campaign was everywhere.
Alongside this we also needed to run a DR campaign to educate customers about the product and its benefits. We again used Crouch for this as he is one of the most-used subs in PL history, as well as Teddy Sheringham who is one of the most iconic super subs of all time.
Some of the completed layouts.
Daniel Flynn - Creative 