This campaign main objectives were to focus on career progression, people and a sense of community.

The Paddy Power Brand Team wanted people to:

• Know: We care about career progression and want to see our people grow in the business

• Feel: They belong to a community and not just a company. We celebrate their differences and encourage them to be themselves. 

• Do: Work for Paddy Power Retail and recruit likeminded people who will excel in the business.

Goals and Strategy:

• The goal is too recruit and support individuals on their career path, and showcase Paddy Power as the best place to work.

• To show how much we care about people’s career and how a career with us can elevate employees to greater personal goals.

• A strategy which would allows us to be innovative and on brand, to stand out in the competitive recruitment landscape.

The TTL campaign has to work across the following channels: 

• Externally: Marketing materials and job campaigns, recruitment websites like Linkedin, Indeed and Glassdoor, Paddy Power Retail's career website, digital, social, press, recruitment events, OOH and in Paddy Power retail shops across the UK and Ireland.

• Internally: On new starter comms, onboarding material including induction and upskilling workshops, all training materials, all internal comms materials as well as strategy decks and materials and internal merch.

My challenge was to create a bold innovative brand campaign creative to stand out in the recruitment industry.

My creative strategy was to capture all this in impactful single images, with on brand Paddy Power wit, art and copy, and make it clear that working with Paddy Power Retail was not just a job but a career.

The campaign title was Paddy Power Your Career. I collaborated with copywriter Niall Murphy and Paddy Power Retail brand team on the final taglines.

MY ROLE

• Art Direction: creative ideation, mockups, copywriting, event activations, creative strategy, pitching and presentations

• Collaboration with all stakeholders, cast, crew and external suppliers

• Pre-Production for Photoshoot: casting, wardrobe guides per cast, creating props and merch, set up, lighting, poses and shot lists etc.

• Casting: to reflect real retail staff, inclusiveness and diversity. Actors, some with performance backgrounds to achieve the elaborate poses and lifts

• Art Directing Photoshoot

• Post Production: Image selection, QAing retouching etc.

• Graphic Design: all master layouts and artwork

• Gained consensus from all stakeholders

• Produced final artwork across all channels and outputs

CREDITS
Paddy Power Marketing Director: Leah Spears
Paddy Power Retail Marketing Manager: Aoife Molloy
Copywriter: Creative Manager Niall Murphy
Flutter Creative and Planning teams
Photographer: Sean Breithaupt and team
Yoke Productions: Paddy Daly
Wardrobe: Driscoll Calder and team
Hair and Makeup: Louise Myler and team
Cast: A talented cast of 7 actors and performers