Paddy Power / Super Sub /
Campaign Launch

“Super Sub is a real game changer in the market. it's one of the most exciting new products we've ever launched.”
- Paddy Power

  • When you have a bet on a soccer player and they are subbed off, you lose your bet. But now with Paddy Power’s Super Sub product your bet stays on with the new subbed player, so you are still in with a chance to win.

    Flutter Creative was tasked with the promotional launch of Super Sub to complement the commercial being created by BBH.

  • I competed for and successfully pitched this launch creative to the Paddy Power brand team.

    My key insights were that Peter Crouch was in the top 10 super subs of all time, so as a Paddy Power ambassador he would be perfect to front these launch OOH billboards.

    As the launch coincided with Jeremy Allen White’s breaking the internet in his Calvin Klein’s, we should capitalise on this with a homage to that CK campaign but with a Paddy Power twist - using the brand’s trademark humour and mischief.

    Taking care of the photoshoot production prep for this creative, I worked closely with the brand team, production stakeholders and the photographer to achieve the full shot list on the day of the shoot in London.

    I QAed the retouching, produced the master artwork and gained brand approval for final OOH outputs.

A man lying on a bed, wearing black jeans and a yellow sports vest, with his hand on his stomach. The image features promotional text for Subway and Paddy Power.
A man lying on a bed, wearing black jeans and a yellow sports vest, with his hand on his stomach. The image features promotional text for Subway and Paddy Power.
Large outdoor billboard featuring a black-and-white photo of a man lying on his side with a serious expression, wearing a yellow shirt and dark jeans, with the text 'Super Sub' and 'Now all subs are super'.
Black-and-white photo of a man wearing a yellow sports jersey and underwear with 'PADDYPOWER' written on the waistband. He has an unimpressed expression, one arm crossed over his body, and is looking at the camera. Text on the image states, 'NOW ALL SUBS ARE SUPER'. Additional elements include a logo with 'SUPER SUB' in the lower left corner, and text at the bottom promoting the website taketimetothink.co.uk, the phrase 'TAKE TIME TO THINK', a '18+' symbol, and 'GambleAware'.
Black-and-white photo of a man wearing a yellow sports jersey and underwear with 'PADDYPOWER' written on the waistband. He has an unimpressed expression, one arm crossed over his body, and is looking at the camera. Text on the image states, 'NOW ALL SUBS ARE SUPER'. Additional elements include a logo with 'SUPER SUB' in the lower left corner, and text at the bottom promoting the website taketimetothink.co.uk, the phrase 'TAKE TIME TO THINK', a '18+' symbol, and 'GambleAware'.
City building with large digital billboard featuring a black-and-white photo of a man lying on a bed, wearing a yellow shirt, with text advertising Super Sub and Paddy Power; the building has signs for Primark, Puttshack, and other shops, with pedestrians crossing the street in front.
A man lying on a bed wearing a yellow vest and boxer briefs with the PADDYPOWER logo, looking at the camera with a serious expression.
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