The 2022 World Cup was set to be one of the most controversial of all time, with the host nation’s human rights record in the spotlight. It was also the first time FIFA had scheduled the tournament during the winter months.

Sports betting brand Paddy Power challenged us to create a show-stopping moment that would land earned media and achieve social cut-through, in the run up to the first-ever ‘Christmas World Cup’.

To stand out, we needed an idea that would embrace the collision of sport and festivity, whilst also creating a positive impact.

We landed on the idea of releasing a World Cup Christmas album of football songs, remixing classic terrace chants with Christmas carols.

Fronted by former England striker Peter Crouch and world-famous opera star Paul Potts. The unlikely duo, flanked by a full 40-piece orchestra and choir, would join forces to create a classical album like no other.

The 9-track album would feature anthems from the terraces given a classical festive spin, including Enger-land, Enger-land, Enger-land, VAR My Lord and a stirring version of You’re Not Singing Anymore.

Entitled, ‘Crouchy Conducts the Classics’, the finished record would be made available on iTunes, Spotify and Amazon.

We would attempt to land a top 10 Christmas album and raise money for LBTQ+ charity Stonewall, to whom 100% of the profits would be donated, to fight oppression in Qatar.

The creative had to resonate with both avid football fans and casual viewers alike. The idea had to be authentic and accessible, football-centric but not niche.

We knew there would be a lot of purpose driven campaigns, however, we opted for a joyful creative that would work hard for a good cause.

In the UK, music and football go hand in hand. Terrace chants, chart anthems, the England supporters and even player songs (thanks John Barnes), are long standing fixtures of the sport.

However, this was no ordinary World Cup - the fact that this was the first tournament to take place in winter also meant embracing a Christmas like no other and an unseasonal collision of sport and festivity.

We would choose to tap into the unique British seasonal custom of carolling and cultural appetite for Christmas songs, to give football chants a festive upgrade.

We engaged renowned musical director James Radford to deliver the composition and cast a 40-strong orchestra and choir to perform it.  

Our album was produced in just 4 weeks and released across all major music streaming platforms, alongside a ‘Now That’s What I Call Music’ inspired promo ad, produced in house, with accompanying artwork. 

Our media strategy mirrored that of a traditional album launch. The pairing of Crouch and Potts created wide media appeal and allowed us to speak to journalists across arts, sport, news and lifestyle. On social, a partnership with The Archbishop of Banterbury helped drive engagement online – propelling us to Number Two in the classical charts.

The end creative was then elevated to became Paddy’s hero ATL activity for the tournament – amplified through TV, CRM, social, in-store and OOH. Additionally, we staged a live performance at Wembley Arena in front of 7000 fans at Crouchfest.

‘Crouchy Conducts The Classics’ was a highly ambitious PR idea that morphed into a multi-channel sensation. We cut through one of the most cluttered media moments ever with one of the most impactful integrated campaigns in Paddy Power’s recent history, with a touch point across every earned and paid channel vertical – it was ambitious and bold and a best-in-class collaboration between client and agency.

300+ pieces of media coverage

Reached 54% of all males aged 18-44

50,000+ streams of the album on Spotify and iTunes

5.1 Million digital impressions across YouTube, Twitter and Facebook

Hit No.2 in classical music chart top 40

Listed by Official Charts Company as Christmas No.1 contender

1 Sold-out Wembley Arena show – 7000 tickets

£30,000 raised for Stonewall

Drove a record-breaking number of bettors to the Paddy Power app

Paddy Power eclipsed its closest competitor with double the amount of brand mentions in the run up to the opening game