Picks of the Week: August 12, 2019
Paddy Power & Huddersfield
Paddy Power is a British betting firm that has recently hit the headlines after ‘launching’ Huddersfield Town Football Club’s new kit with a large sash featuring the Paddy Power logo. The English division two club even wore the ‘new’ kit for a pre-season friendly, sparking a furious reaction from supporters. It transpired to be a publicity stunt as part of the “football shirts aren’t billboards” campaign, with the front of both home and away shirts to be sponsor free.
Paddy Power has also donated its sponsorship of the club’s training kit to the Huddersfield Town foundation. Additional ‘Save Our Shirts’ partnerships with Scottish Motherwell FC and Welsh Newport County AFC have been further added to Paddy Power’s sponsorship portfolio following the initial stunt.
Snickers x NBA 2K League
NBA 2K League announced a partnership with Snickers, making the brand its official chocolate bar. On their live Twitch and YouTube broadcast and social media channels, the NBA 2K League will pick the SNICKERS® “Hungriest Player to Watch”. This activation will take place each game night for the rest of the 2019 season, including the Playoffs and Finals, which tip off Wednesday, July 24 and August 3rd respectively.
The Snickers activation not only provides the league with some additional revenue and visibility but adds a layer of intrigue to broadcasts as well. This was also an oportunity for the league to unveil a new sponsorship category.
Account Manager, LIVE
Parisian Road Safety Authority - The Virtual Crash Billboard
Every year, approximately 4,500 pedestrians die or get injured in traffic accidents in the city of Paris and its suburbs. To raise awareness for this issue and make people internalize the dangers of j-walking, the Parisian Road Safety Authority has teamed up with a local agency.
To achieve this goal, a large billboard equipped with motion sensors and a camera was installed in a busy Paris street. Every time someone crossed when the lights were red, the sound of screeching tires could be heard, leaving the pedestrians in shock. The camera would simultaneously capture the terrified faces of the traffic offenders and display it on the billboard together with the message: “don’t take the risk of facing death.”
All photos captured were then displayed in highly visible areas such as train stations, the campaign was digitally expanded to facebook. The campaign that won several awards made one thing clear: sometimes people have to directly face danger to recognize the often fatal consequences of their actions.