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From Concept to Campaign: Creating Paddy's Mansion Heist
Flutter UK & Ireland Creative are a 50 strong internal creative shop providing the advertising and marketing communications for the UKI brand portfolio. Five teams specialise in the entire creative spectrum, from the development of advertising concepts, scripting and storyboarding, digital development, design and full scale AV production.
From Concept to Campaign: Creating Paddy's Mansion Heist.
Flutter UKI Creative Team were challenged to create a concept for building an immersive gameshow world for one of our brands; Paddy Power. This concept had to include an engaging story and compelling characters that our customers could connect with - and be launched with that special creative magic that Paddy Power are famous for.
The team got to work and created a concept centred around everyone's favourite bookie: Paddy Power himself. A man of the people and the punters, who loves a game for the thrill of playing it. Set inside the various rooms of his vast country estate, the concept used characters to bring the punter into Paddy's eccentric world and have the chance to pull off the ultimate Mansion Heist - beating the bookie!
Over the course of two days, the team managed to capture everything they needed, working with our production partners to make sure the light hearted humour of the characters and environment were staying true to the Paddy Power brand each step of the way. The team led on art direction across the TV and stills sets, capturing an abundance of content to take into the post-production process. Ever heard the phrase "we'll fix it in post"? That's the time for editing and that's why so much is captured!
Post-production for all our paid social AV was handled by the Film & Motion team who edited the footage, developed the sound mix and added motion graphics. The design and digital builds were handled by the Graphics & Digital design teams who brought all the still photography and film assets to life and made them pop across a broad mix of channels.
Being responsible for this visual creative concept and game play set design - all whilst making sure it looks and feels totally Paddy-fied is no easy feat - and we are extremely proud to be home to this fantastic team of talented colleagues and of having this fantastic creative resource in house to be able to deliver such high quality campaigns such as this one.
A big thank you and congratulations to everybody involved in getting this slice of Paddy magic into the market!
The campaign is now live across static and motion channels, with marketing performance exceeding expectations.
