The World Cup During Christmas – ‘Where Were You in 22’ Asks Paddy Power


Paddy Power


Droga5 London


Paddy Power has released a Christmas campaign via Droga5 London in celebration of the unprecedented collision of the World Cup and Christmas festivities.

“Where were you in 22?” is a rallying cry to the nation to make the most of this historic moment.

“For the first time in our lives, football fans and brands are faced with the prospect of Christmas colliding with a Winter World Cup. It’s unchartered territory for all of us. To Paddy Power, it presented us with double the opportunity to surprise and delight football fans,” said ichelle Spillane, Marketing and Brand Director for Paddy Power UK & Ireland.


“Our aim was to create an ad campaign that celebrates the beauty in both, that captures the mood of the nation and gets fans excited about the prospect of this unforgettable opportunity to mark where they were in 2022 during this once-in-a-lifetime tournament.”

Paddy Power is also offering a free Bet Builder on all England Games – the better England does, the more Paddy Power pays.

Shelley Smoler, Chief Creative Officer for Droga5 London, added, “We are the middle children of history. Born too late to explore the earth. Too early to explore the stars. But just in time to witness a World Cup at Christmas. This campaign celebrates this unprecedented and historic moment.”



Client Credits: Paddy Power
Brand & Marketing Director: Michelle Spillane
Brand Marketing Manager: Patrick Boyce
Head of Brand Strategy: Leah Spears
Head of Sportsbook Marketing: James O’Reilly
Brand Manager: Natasha Son
Brand Executive: Aggie Rabadia
PR Manager UK&I: Rachael Kane

Agency Credits: Droga5 London
Chief Creative Officer: Shelley Smoler
Creative Director: Martin Beswick, Ed Redgrave
Creatives: Sara Sutherland, Ash Hamilton
Head of Design: Stephanie McArdle
Design Director: George Goldsack
Creative Artworkers: Paul Callaby, Robert David
Head of Strategy: Damien Le Castrec
Strategy Director: Aaron Harridge
Group Account Director: Oli Morgan
Account Director: Ben Allan
Head of Production: Peter Montgomery
Agency Producer: Ben Catford
Assistant Producer: Olly West
Business Affairs: Debbie Knox

Production Company: RiffRaff
Director: Rich Hall
Producer: Kate Brady
Editor: Ben Corfield @ Stitch
Post Production: nineteentwenty
DoP: Hunter Daly
Sound Design: String & Tins

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