In 2023 Paddy Power disrupted the sporting world with The Big 180, one of sport’s greatest ever charity partnerships. They donated £1000 for every 180 scored at the World Darts Championship, and announced it in true PP fashion with a mischievious Green Treble 20 stunt.
The donation reached £1m in the end, and more importantly managed to get 136,000 men to check their risk of prostate cancer, saving lives in the process.
In late 2024 the brief came to us to update the Big 180 visual identity and logo while also producing a standout creative platform. They were settled on the name “The Bigger 180” and we went back with a couple of creative routes that allied to that.
The Big Check Out would use a famous darts ref, in this instance Russ Bray, as the face of the campaign and copy would reference the calls they make during a game.
Bigger suggested using Paddy Power or another ambassador and oversized props to show that the Big 180 was bigger and better than ever.
Get Your Finger Out aimed to turn a common misconception around Prostate Cancer checks on it’s head with the help of a famous face.
In the end we landed somewhere in between a few routes but one thing that was universally liked was the introduction of World Champion Luke Humphries to the mix, and luckily he was up for it.
We organised a last minute, very short shoot at a hotel near his base in the UK and within a couple of days we were getting the creative out the door to go into Paddy Power shops up and down the country.
A couple of mockups of how it looked with the addition of some seasonal elements in the retail space for the time of year…
And some final updates with a new logo.
Daniel Flynn - Creative 