Save Our Shirt x Paddy Power

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 of all time.

For the second phase of the launch, we teamed up with Motherwell, Newport County, Southend United, and Macclesfield Town, to give nationwide activation spikes throughout the season (including the ‘unsponsored derby’ between Southend and Macclesfield).