Lot's of people watch sports in Pubs, the brief from the client was to get people to interact with our brand in the pub.

To create the World Cup on the table in a pub. We created beermats that you can interact with. You could stick your fingers (as legs) through the holes in the beermat and play football against your mates using a peanut as a football.

The beermats played a small part in Paddy Power becoming Ireland's number 1 bookmaker for football...but more importantly they made every newspaper in the country.