#btsia Shortlist Focus: Paddy Power – Rainbow Russians
Brand: Paddy Power
Agency: Synergy
Entry: Rainbow Russians
Category: UK Campaign of the Year in association with SMART Group
Tell us about yourselves…
“Paddy Power was born in 1988 thanks to the merger of three Irish bookmakers and from day one the company decided to do things a little bit differently. We don’t just want you to bet with us – we want you to have a Moby Dick-sized whale of a time while you do it too.
“We’ve been serving up mischief and entertaining our customers since the very beginning – whether it’s taking bets on the next Pope or pretending to chop down the Amazon rainforest for the World Cup.
“Plus, we genuinely believe in being fair to our customers. I mean, we were the pioneers of early pay-outs and justice refunds!”
Why do you think you made the shortlist?
“1. Topicality – Russia’s record on LGBT+ rights is a joke and was already a hot topic prior to the tournament. Rainbow Russians highlighted this and led to greater uproar.
“2. Provocative Nature – The campaign resonated with people because, rather than simply just existing, it made the Russians directly pay towards LGBT+ causes with their team’s success. Why wouldn’t you support Russia?!
“3. Genuine Difference – As a result of the campaign £170,000 was dished out to charities. Paddy Power directly donated more to LGBT+ causes than many, if not all, the official sponsors of the World Cup and even FIFA itself.”
What made the campaign interesting to work on?
“Having secured backing from the likes of Nigel Owens, Mark Foster and the legendary Christopher Biggins, we went after perhaps the most talked-about LGBT+ ambassador of 2018, Caitlyn Jenner. Even we were surprised when she called us from LA interrupted to say that she would be backing the Rainbow Russians campaign, which she duly did in style!
“With Russia having cruised through the group stages, raising £90,000 in the process, their next opponents were 2010’s winners Spain. Fans of the Rainbow Russians campaign descended on the iconic LGBT+ Ku Bar in London’s Soho to see the tournament’s lowest ranked team go one step further and knock out the European juggernauts on penalties, leading to scenes of jubilation that carried on long in to the night!
“The tangible difference the campaign had on individuals was the highlight. Having recently come out to his father, one social media user expressed gratitude towards the campaign for making it easier for them to bond over a shared interest and in turn start rebuilding a fractured relationship.
Who was the MVP on this campaign?
“The Russian National Football Team – As unlikely LGBT+ advocates, Russia’s incredible run to the semi-final of the World Cup led to £170,000 being raised to help support LGBT+ causes. Denis Cheryshev was the stand-out player, smashing in 4 goals and raising a whopping £50,000!
“Lee Price & Amy Jones, Paddy Power – without brave clients you don’t get to do brave work.
“Greg Double – the creative mastermind behind the campaign whose initial idea sparked off a whirlwind of a campaign that gave us another reason not to forget the 2018 World Cup.
How do you plan to celebrate?
With a few shots of Vodka… Nostrovia!
CREDITS
Attitude Magazine Foundation
Paddy Power – Lee Price & Amy Jones
Synergy – Greg Double, Kitt Smith & Hamish Murdoch
