Paddy Power Print, Digital Shave The Rainforest by Lucky Generals

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Shave The Rainforest

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Industry Lottery & Gambling
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market United Kingdom
Agency Lucky Generals
Creative Director Danny Brooke Taylor
Creative Kit Dayaramtom Spicer, Danny Brooke Taylor, Martin Tighe, Gareth Morgans, Harry Dromey
Production Smoke and Mirrors
Released February 2015


Circle Awards 2015
Digital Craft Best Image Manipulation* - Single Gold
Digital Best Social Networking - Single Gold
General Best Low Budget Idea - Single Silver
Experiential Best Use Of Ambient/Guerilla - Single Bronze

Credits & Description

Agency: Lucky Generals
Brand: Paddy Power
Advertising Agency: Lucky Generals
Production Company: Smoke And Mirrors
Executive Creative Director(s): Danny Brooke-Taylor
Creative Director: Danny Brooke-Taylor
Creatives: Gareth Morgan And Martin Tighe And Harry Dromey And Danny Brooke-Taylor And Kit Dayaram
Designer(s): Smoke And Mirrors
Others Associated And Title: Clive Biley And James Gardner
Description (in 100 Words Or Fewer): Paddy Power Is A Betting Firm, With A Reputation For Making Mischief. With The World Cup Coming To Brazil, We Saw The Opportunity To Have Some Fun – And Do Some Good At The Same Time.
We Started By Leaking Some Fake Photos, Which Suggested Wed Chopped Down Some Of The Amazon Rainforest.
When The Story Filtered Through, Social Media Went Nuts.
It Was Only After 48 Hours Of Violent Abuse, That We Used Social Media To Admit That “We Didnt Give The Rainforest A Brazilian” – And To Reveal That We Had Been Working With Environmental Charities All Along.
Note: Duplicated From Ambient