Paddy Power - Colleen Investigates
With Manchester City’s murky legal goings on close to conclusion, we devised a social content and campaign platform for Paddy Power. For cut-through and to make the most of the renowned brand tone of voice, we leaned heavily on topical football culture and hired the most famous football sleuth in the world: Wagatha Christie, AKA Coleen Rooney, to front her own detective series. ‘Coleen Rooney Investigates’ gives us a nod to the football world, but also the brand’s target of bringing more female audiences to their various betting and gaming outlets. And the title has potential for ongoing mickey-taking of the football world whenever public suspicion on any issue from VAR to a dodgy yellow arise.
Our Role:
Initial concept and development
*Final script completed by the team at Meanwhile after we had moved on.