Paddy Power ••• Coleen Investigates

Digital / Social

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.