Paddy Power

The challenge:

Following a two-year absence Dublin’s leading Comedy Festival returned in 2022, with a brand new lead sponsor – Paddy Power. The challenge – and the opportunity – was to bring Paddy’s unique tone and style to this well-established Festival.

The solution:

In the hands of this sponsor this Festival should be funny before it even starts. With PP we created an all-enveloping visitor experience, commencing weeks out with the programme launch, leading in to the Festival, and culminating in the experience at Festival including VIP hospitality in the Green Room.

The Iveagh Gardens appeared even greener to this audience, stepping through the arch which reminded that Paddy Englishman, Scotsman and Irishman were all in here. The area around the Gardens was bought out in advertising terms, using conventional and guerilla tactics, including an impromptu tour of PP’s renowned Lucky Pants Vending machine around town as a teaser for the Festival to come. Once inside the Gardens, guests had the opportunity to step right into Paddy Power brand legacy and laughs, including an array of experiences & games.

The 2022 Festival exceeded all expectations even for a crowd hungry for laughs, reaching sell out quicker than any Festival past.

‘Laugh your pants off at the Paddy Power Comedy Festival’ we said. And with a stellar line up complemented by an array of rib tickling experiences, they did - in their droves.