Creativity

Pornhub's go-to shop calls out soccer players for U.K. Pride

Officer & Gentleman and bookmaker Paddy Power let an empty bus speak for itself

By I-Hsien Sherwood. Published on Aug 08, 2018

Editor's Pick

About 2 percent of people living in the U.K. identify as LGBTQ--that's one out of every 50. But of the more than 500 players on the 20 soccer teams in the English Premier League, not one is openly LGBTQ.

Paddy Power, an Irish bookmaker, is trying to change that, with a campaign created by Officer & Gentleman, the Spanish shop best known for its work with adult streaming site Pornhub. At Brighton Pride last weekend, the U.K.'s largest LGBTQ event, a bus specifically reserved for gay footballers joined the parade, decked out with slogans like "Come out and play."

Of course, the bus was empty, and remained empty for the entire parade, but any players who are in the closet now know they'll be welcomed by many fans if they come out. The campaign also included print ads in major U.K. newspapers, digital billboards, posters and a festival activation.

Paddy Power has long operated at the intersection of U.K. football and LGBTQ rights. An in-house campaign during this year's World Cup donated £10,000 to a foundation created by LGBTQ lifestyle magazine "Attitude" for every goal scored in the tournament by the Russian team, as a protest against Russia's homophobic policies. Total donation: £170,000, about $220,000.

O&G actually began working on the parade stunt in February, long before the World Cup campaign. It was built as an extension of Paddy Power's 2014 "Rainbow Laces" campaign, which sent multicolored shoelaces to every player in the league so they could show their support for LGBTQ rights.

This year's parade was O&G's first work for Paddy Power. Though the body of the agency's work has been for Pornhub (remember the Wankband and the TrickPics app?), it's recently expanded its client roster to include Sony Music, dating app Pure, the city of Madrid, Miami-based skate brand Andrew and Canadian nonprofit Autism BC.

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Credits

Date
Aug 06, 2018
Client:
Paddy Power
Agency:
Officer & Gentleman
Client Contact:
Paul Mallon
Executive Creative Director:
Javi Iñiguez de Onzoño
Executive Creative Director:
Alex Katz
Managing Director:
Jose Ortiz
Account Director:
Alejandro Fata
Account Executive:
Inma Ortega
Agency Producer:
Natalia Maure
Strategic Planner:
Ainara Aizpuru
Art Director:
Alex Katz
Art Director:
Luis Álvarez
Art Director:
Daniel Marco Muñoz
Copywriter:
Javi Iñiguez de Onzoño
Copywriter:
Mónica Gramunt
Production Company:
McNulty
Director:
Esteban Perles
Executive Producer:
Kike Gasca
Producer:
Carmen Caravaca
Camera and Editor:
Alba Saldaña
Sound:
Edu Delibes
Animation:
SAGA

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