Paddy Power hires We Are Pi as RWC “mischief” agency

Paddy Power has hired Amsterdam’s We Are Pi as its “brand mischief” agency for the Rugby World Cup (which newly-appointed brand agency Lucky Generals might see as a piece of mischief on its own). And the Pi’s have been quick out of the blocks with these films featuring PP”s very own trigger happy American dentist.

If the dentist pots a country’s animal ‘icon’ (which in New Zealand’s case seems to be a sheep) then they’re predicted to lose.

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.”

There you go, sounds like the real thing. Life’s a breeze with Paddy Power.

MAA creative scale: 7.

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