Paddy Power’s OOH activation at London Paddington station was part of the wider Paddy Power Cheltenham Festival campaign, created by BBH. The campaign ran across TV, social, print, radio and OOH from late February into the festival in March 2023. Flutter Creative was tasked with expanding and rolling out the campaign across all outputs.

THERE'S MORE THAN JOCKEYS RIDING ON THIS

This light hearted campaign poked fun at Irish - English racing rivalry at Cheltenham. Fronted by well known Irish actor Colm Meaney leading the banter against Paddy Power brand ambassador, England's Peter Crouch.

Paddy Power used this large station's environment to target people travelling from London towards Cheltenham, effectively turning the journey into part of the campaign.

Estimated numbers travelling from Paddington to the Cheltenham Festival each day were roughly 5,000 to 8,000, so approximately 20,000 to 30,000 people passed through the station over the four days of the festival - so it was a perfect location for the campaign.

I was the lead designer for the Paddington Station OOH takeover. 

Due to tight deadlines I could not make the recce in London so collaborated with the Paddy Power brand team and external suppliers remotely on scoping out locations via supplied video and photos. 

Station infrastructure and health and safety considerations had to be factored into designs. Also changes to specifications and additional deliverables had to be managed to produce all artwork on time.

I pitched and presented ideas, design layouts and mockups successfully to the brand team. These included large billboard sized hoardings throughout the station, including special builds. Floors vinyls with the campaign creative and also bespoke cut out speech bubble design sets - collaborating with copywriter Niall Murphy - to further engage the public in the campaign.

I created master templates and delivered all final artwork, achieving approvals in time to meet production deadlines for print and installation.