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Paddy Power Reveals Actual Huddersfield Shirt – and New Season Campaign

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VCCP and Octagon reveal that the initial obnoxious kit was part of the new ‘Save Our Shirt’ campaign against kit sponsorships

Paddy Power Reveals Actual Huddersfield Shirt – and New Season Campaign

Yep, that’s right, you should work for MI5. The Paddy Power-sponsored Huddersfield Town shirt was a spoof.

That monstrosity – which caused Twitter to melt with its obnoxious sash logo spreading from shoulder to hip – was just the precursor to the brand’s new season campaign, ‘Save Our Shirt.’ Created alongside VCCP and Octagon, ‘Save Our Shirt’ is calling on sponsors to stop bastardising football shirts. In an era of multiple brands emblazoned on kit, Paddy Power is urging clubs to stop their shirts being treated as billboards. 

And they’ve put their money where their mouth is. This season, Paddy Power will sponsor Huddersfield Town by un-sponsoring them – relinquishing the front of shirt space they’re entitled to as part of their role as title sponsors.

Michelle Spillane, Paddy Power’s brand marketing director, said: “As a brand, we always try to be on the side of the fans – we know they love to wear their club colours with pride, but they don’t love being a walking advertising hoarding. Which is what Save Our Shirt is all about. At Paddy Power, we know our place as a sponsor – and it’s not on your shirt.”

Mark Orbine, ECD VCCP Blue added: “Working together, we believe we have created a campaign that highlights a real issue for football fans today, and it’s fantastic working with a brand who will put their money where their mouth is. Being able to do this with Paddy Power also allows us to do this in a mischievous way that only Paddy can.”

Henry Nash, head of strategy, Octagon said: “In the face of football’s crass commercialisation and relentless exploitation of fans, our ambition was to do something good for the game. There was really only one brand brave enough to pull this off. We’re beyond thrilled that Paddy Power have taken a stand with Save Our Shirt. We believe this idea will have a lasting legacy - not just on the brand but on the game itself.”

The campaign will include social, TV, Print, Digital, Digital OOH, PR and sponsorship.

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Post Production / VFX

Post Production Company: Framestore

Colourist: Steffan Perry

Production Company

Production Company: Academy

Director: Peter Cattaneo

Producer: Mark Whittow-Williams

Editor: Nik Hindson @ The Assembly Rooms

Lighting Cameraman: Jim Jolliffe


Sound Design: Parv Thind and Dugal Macdiarmid @ Wave

Media Agency

Media Agency: Mediacom

Creative Agency

Creative Agency: VCCP, Octagon

Executive Creative Director: Mark Orbine

Creative Director: Kevin Masters / Christine Turner, Josh Green (Octagon)

Creatives: Chris Willis / Paul Kocur (VCCP), Joe Stuart, Cos Georgiou, Charlie Warcup, Joe Goicoechea (Octagon)

Planner: Max Macbeath

TV Producer: Simon Plant / Carly Parris

Assistant Producer: Sydney McGauran

Planning Director: Christine Asbury, Henry Nash (Octagon)

Head of Account Management: Philip Higham

Account Director: Sam Daniels

Head of UK: Joel Seymour-Hyde (Octagon)


Advertiser: Paddy Power

Marketing Director: Michelle Spillane

Head of Brand: David Sandall, Emer McCarthy

Head of PR: Lee Price

Marketing Manager: Will Gunton

Brand Manager: Dan Oates

Genres: Comedy

Categories: Sports and Leisure, Gambling

VCCP, Fri, 19 Jul 2019 11:56:46 GMT