Paddy Power - Like Steroids for your Career

Created to attract the best and brightest to Paddy Power’s Graduate Programme, our campaign played on the idea of gaining an unfair advantage. So, like athletes who use performance-enhancing drugs, we suggested how it would give graduates an almost unethical head-start over their peers. In keeping with PP’s irreverent TOV, we also suggested the programme be named after two of sport’s most infamous drug cheats - Ben Johnson and Lance Armstrong.

 
 
 
Daniel O'DohertyConcepts