Paddy Power Chooses WE ARE Pi as New 'Brand Mischief' Agency

Paddy Power has appointed Amsterdam-based ideas company WE ARE Pi as its 'Mischief' agency, in a competitive pitch handled by the AAR.

WE ARE Pi have been entrusted with sparking mischief for the brand, an integral part of Paddy Power’s marketing strategy that kick off the relationship by launching a "Big Game Hunter" social campaign for Rugby World Cup.

Paddy Power CMO Gav Thompson says “WE ARE Pi are our kind of agency; creative, restless and non-conformists. We went looking for a partner in mischief and they were the stand-out choice. Their ideas were clever and naughty in equal measure, and I am very excited about our future together.”

Their first mischievous task has been to leverage the excitement around the Rugby World Cup, by creating Paddy Power’s very own big match predictor called “The Big Game Hunter”. A psychotic American dentist with a high powered rifle is entrusted with match predicting duties in a series of online films in which he hunts national team’s icons. If a country’s icon goes down then they are predicted to lose the game by the dentist. At the end of each film, Paddy Power highlight specific match odds for the game.

WE ARE Pi Partner, Paddy Garvey, adds “The Pi Way is about never falling into a repeating pattern. We spend a lot of our time trying to be good, so Paddy Power is an opportunity for us to continue breaking our pattern, let off some steam and cause some trouble. In this case we are targeting the bad guys, and hope to spark change by making noise.”