Developed to help recruit the best, brightest and most suitable to their Graduate Programme, our irreverent TTL campaign idea suggested, much like athletes taking performance enhancing drugs, that anyone being accepted into the programme would enjoy an unfair advantage in their career. Leveraging Paddy Power’s irreverent and fearless TOV, we also asked the company to double down on this somewhat controversial positioning, by renaming the programme after two of sport’s most notorious exemplars of the unfair - Ben Johnson and Lance Armstrong - and become the Lance Johnson Grad Programme.
