Paddy Power: Right behind gay footballers
Crispin Porter + Bogusky, M2M, Lucky Generals
Executive summary
This paper is all about cause-related creativity on a shoestring. Or at least a bootlace. It tells how Paddy Power invited Stonewall to help tackle one of the toughest challenges in sport: homophobia in football. The game had remained silent on this issue for years – or had been hostile. The media wasn't interested. And of 5,000 professional players, not one would speak out – let alone come out. However, in just one week in September, we managed to change all this.
Our big idea...