To launch Paddy Power’s loyalty club, we said the opposite of every other brand in the market:

Loyalty’s dead. Live for rewards.

To slam home our point we recruited the help of a new brand ambassador: Star footballer Ryan Giggs’ brother Rhodri (Ryan famously had an affair with Rhodri’s wife for years).

In the first 24 hours, before it had even aired on TV, the film achieved 3 million organic views, had an article in every mainstream newspaper and trended 3 ways at the same time on Twitter. The campaign won many awards including a D&AD pencil.