Campaign details

Brand: Paddy Power
Brand owner: Paddy Power Betfair
Lead agency: MediaCom UK
Country: United Kingdom
Industries: Lotteries, casinos, gambling
Media channels: Online video, Outdoor, out-of-home, Print, Social media
Budget: Up to 500k

Executive summary

Just like England scoring six goals in a World Cup group game, here's a sentence you never thought you would read: the LGBT+ community is supporting Russia. Openly. Unflinchingly. Whole-heartedly. Because whether the Russian team knew it or not (or liked it), they would be funding a campaign to tackle homophobia in football. Every time Russia scored, Paddy Power would donate £10,000 to causes dedicated to making football more LGBT+ inclusive – and raising both LGBT+ and Paddy Power awareness.

Market background and objectives