Roy The Redeemer

marking the start of Euro 2012 for Paddy Power

Overview

Following on from our succesful Cheltenham Festival curtain raiser - the sports betting firm, Paddy Power, tasked us with creating a noisy talking point to raise awareness of the brand and drive betting traffic at the start of the Euros.

Background thinking….

With Rooney out of the running for the first two games, no Rio Ferdinand and optimism at an all-time low, the British media were of the opinion that England would need a minor miracle to progress beyond the group stages of the tournament.

Taking the negativity around the national team’s chances as our starting point, the team brainstormed creatives around the most recent addition to the team – new manager Roy Hodgson.  Could Roy be our saviour at the European Championships this summer?

Concept

Since the Iconic ‘Christ the Redeemer’ statue was erected in Brazil in 1931, the team have gone on to become the world’s most successful national side.

Coincidence? We thought not.

It was clear to us that England needed their very own beacon of hope,  an audacious statue that would mobilise the fans, annoy the French (our first opponents) and give us the best chance of a little divine intervention.

Creative

A 100ft homage to Brazil’s most famous statue replacing the head of Christ with none other than Roy Hodgson – England’s would-be saviour.

ROY THE REDEEMER!

The structure would be erected on the white cliffs of Dover and be visible from France – sixteen miles away across the channel,  ahead of England’s opening game against ‘Les Bleus’

We anticipated a few stunts from other sports brands around the tournament but nothing on this scale with this amount of wit!

Execution

Taylor Herring worked closely with the in-house team at Paddy Power and the production team to reveal a 2D statue frontage made from a giant photographic image of the Christ the Redeemer statue.

Getting the shading and artwork right was the key challenge here as we wanted the giant homage to the famous statue to look like it too was 3D.  The frontage was affixed to scaffolding and supported by 2 x 40 tonne cranes.

The resulting statue, which took a month to create and a week to install, stood at 100ft tall, with an arm span of 96ft.   It weighed in at a hefty eight tons.  It was made from 160 x 8ft x 4ft panels.  Each panel is comprised of 22ml HDF weighing 32kg a sheet.  The build involved 96 hours of continuous printing.

The structure was positioned on private land 100ft back from the cliff’s edge, just sixteen miles away from mainland France.

The structure was photographed and filmed from two specially commissioned helicopters.  In addition to wiring out the images and press release to media, we also created a ‘Making of’ video which was made available to media on the same day that the stunt took place.

Results

Print coverage appeared in The Sun, Guardian, Metro, I, Daily Star and Evening Standard, Zoo and featured multiple times on Sky TV News with further news items appearing on ITN News, Cahnnel Five News and BBC South News.

Online news of the statue spread like wildfire with pictures, comment and video footage quickly appearing on over 750 websites including MailOnline, Sun.co.uk, Mirror.co.uk, Metro.co.uk, Telegraph.co.uk, Guardian Online, ITV news and Goal.com.

Key portals that covered the story included homepage news items and video on MSN, AOL and Yahoo.

Our ‘making of video’  featuring Paddy Power spokesperson Ken Robertson and featuring key odds and betting tips for the Euros was picked up in full by over 20 websites including ITN, Mail Online, Sun Online, Telegraph Online and the Guardian Online.

The total reach of the campaign less than 24 hours after release is estimated at over 80 million and growing...

CNN said "it's genius.."

The story became a talking point, garnering numerous comments online and setting twitter buzzing.