Paddy Power wanted to celebrate their 30 years of advertising - but to do it in a way that wasn't just tooting their own horn. They asked for a exceptional, multi-sensory brand experience which highlighted their key campaigns from the past 30 years to customers, international media and industry figures. They wanted to generate headlines, brand exposure and increase turnover for the Irish business.

We decided to create the Paddy Power Museum of Mischief, which ran over five days in Dublin's City Centre. The idea was to take a selection of Paddy Power's key campaigns, and spin them in to museum-style exhibits which would be explored hands-on by the visitors to the Museum. Each area took the original campaign as it's starting point, but was allowed to develop it's own narrative, with extra detailing and backstories added to give added content to the Museum. Each exhibit area was highly styled and dressed in accordance with the original campaign, and guests were free to visit each area at their leisure. To double up on the impact of the Museum, we decided to use the location at a TV studio at night, to create original broadcast content which would live on beyond the lifespan of the exhibit.

The company wanted to hit a wide variety of targets with the activation, from new customers to existing loyal business, press and their own staff. To generate the most interest possible, we chose a very prominent location on Stephen's Green in Dublin, with huge footfall passing each day. We split the museum into three time slots, with morning sessions reserved for internal Paddy Power staff use (workshops, HR open day), afternoons open to the public, and night time sessions for invited guests, where we also filmed a series of one-on-one interviews with high profile sports stars for subsequent TV broadcast on Eir Sport.

With just seven weeks from initial brief to opening day, we had to work extraordinarily quickly to secure the venue, concept and design each space, and fabricate all elements. Internally we had 10 key areas - each based on a different campaign from Paddy Power's back catalogue. Each was highly detailed and designed, with hidden 'easter egg' content scattered throughout. We created fake backstories for each campaign, allowing us to expand the world of each area to include extra details not featured in the original campaigns. Areas included: Paddy's Amazonian Petting Zoo (based on the 2014 Shave the Rainforest campaign), Tiger's Wandering Woods (2012 Ryder Cup Sky Tweets), Gay Goals Challenge (2018 From Russia with Equal Love), The Lucky Pants Lab (Nicklas Bendtner 2012 & Floyd Mayweather 2018), Polar Ice Bar (England Till I Dye 2018) and The Cabin of Complaints, looking at all of Paddy's mis-steps over the years.

The museum had over 3000 members of the public visit over the five days, with 70% of those in Paddy Power's key demographic and 80% engaging in all 10 activities on site. Media coverage was almost 100 pieces. Coverage in Ireland was exceptionally strong with the museum and interviewees

featuring three times on back pages with coverage in all major online and print titles. Headlines from the Eamon Dunphy interviews with Souness, Keane and McCarthy landed overseas in the Sun, MailOnline, and Daily Record, among others. Paddy Power Marketing Director Michelle Spillane was interviewed by EGR while Paul Mallon appeared in The Drum, PR Week and Campaign magazine promoting 30 years of the brand. The five original TV shows were broadcast nationally on Eir Sport over the Christmas period. The business saw +15% growth in new Irish customers week on week, and +19% on Irish app downloads.