In the summer of 2022 Paddy Power took over sponsorship of the Dublin Comedy Festival, held annually in the Iveagh Gardens in the city centre.
This event showcases the best Irish and international comedy acts over 3 days and has long been one of the entertainment highlights of the summer in the city.
The brief to us was to create an identity for this new sponsorship, moving Paddy Power into the world of events and sponsorship that aren’t strictly linked to our standard fare, which is sports.
Our idea was to lean into the idea that Paddy Power is known for it’s humour and always has been. It runs through everything we do and forms a large part of why our customers love us.
We would rely heavily on humourous copy, occasional nods to our sporting heritage and simple visuals with a premium, big event feel to bring our iconic brand tone to the festival.
We were determined that everything be shot-through with humour so patrons were always aware of who was bringing this event to them; a brand with humour in our DNA.
This creative has since been used for 3 years of the festival with a minor refresh depending on the performers and the topical events of the time.
Below are a few videos showcasing the first year of the festival.
Daniel Flynn - Creative 