Gambling firms were blighting football with their shirt sponsorships, so Paddy Power decided to get in on the act – with a sash logo that had the footballing world raging, especially when Huddersfield wore the kit in an actual match, before our big reveal (we were actually 'unsponsoring' the club, and four others) kept them talking, making this PP's most successful brand campaign.
Allbirds had made a serious running shoe, but didn't want to alienate casual runners, so we made LiLo the face of our not-so serious campaign – which, yes, allowed us to write a script full of Mean Girls and Parent Trap references. Yay!
The year after Brexit, Irish bookie Paddy Power urged customers to vote for old enemies the UK at Eurovision... so the immigration-hating UK would have to host thousands of Europeans the next year despite leaving Europe based to avoid exactly that.
With the FIFA World Cup held in Russia, nobody was discussing the rainbow-coloured elephant in the room. PP did, donating £10,000 to LGBT+ causes each time the hosts scored, turning them into accidental allies. It got off to a great start, when Russia won their opening game 5-0 (prompting an appearance by our founder on CNN in a Russia shirt – simpler times), and led to a total donation of £170,000
On the eve of Euro 2024, former Scotland midfielder and manager Gordon Strachan sent a good luck message... to England. Cue viral chaos, till he came clean: each time England score, Good Life+ were donating to grassroots football in Scotland. Win-win. Kinda.
More than a quarter of the world feels lonely, and more than two thirds of New Yorkers say they're "socially isolated". So friendship company Flash Pack took over a tiny retail unit to spread a lot of joy, conversation, and friendships. Naturally.
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