Paddy Power
British Trainers
Social | Activation
The challenge:
Paddy Power is a major racing sponsor, of the jumps and the flats. Punchestown is huge in the jumps season and a major gathering for racing fans. In 2021, the ‘doors were closed’ at the Festival and our challenge was how to enshrine Paddy Power’s cement the PP presence when we weren’t there.
The solution:
Our thinking was while Punchestown festival might be low on punters – it wouldn’t be low on craic.
With PP we threw down a challenge to British Trainers offering an extra €100k bonus for any British trained horse beating Honeysuckle to win the PP Punchestown Champion Hurdle race.
We produced a challenge video for social channels, installed a giant 3D safe on track and following Honeysuckle’s victory once the €100k was safe we filmed Paddy retrieving his cash safely.
