Paddy Power
Save Our Shirt.
Paddy Power, the new sponsors of Huddersfield Town. Introduced its new 2019/20 kit to its fans and they weren’t happy. The media and even the FA got involved and officials from Huddersfield Town FC – who was in on the hoax were starting to get nervous.
At the time 59% of football clubs were sponsored by gambling brands. Paddy Power decided to take a stand and help reform its industry. The campaign, called on brands, including fellow bookmakers, to remove their logos from football shirts. Effectively returning the shirt back to the fans.
The over branded shirt design brief came into my design department at VCCP. To exaggerate how ridiculous shirt sponsorship had become, we decided to give them the biggest logo a football shirt has ever seen and the ‘sash’ was born.
“As a stunt, it worked a dream” The Guardian
PR Week has branded it a ‘masterclass in PR’, delivering more press coverage than any shirt sponsorship stunt on record. Within a month, the various Save Our Shirt campaign assets had racked up 2.5 million views across social media and had achieved global coverage on TV, on radio and in print.
Source Contagious
The real kit.
The real kit was revealed, to much relief from the fans, via social media and these posters.
