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