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Award: Wood Pencil

Wood Pencil / Outdoor Advertising / Ambient / 2013

Paddy Power’s ‘We Hear You’ campaign saw the bookmaker responding to sports fans’ social media comments in a variety of mischievous ways. For the 2012 Ryder Cup golf tournament, the bookmaker took its activity to the next level – into the skies above the course at Medinah. Paddy Power encouraged its Twitter followers to send pro-Europe messages of support using #goeurope. A fleet of planes then used sky writing to relay the best tweets and distract Team USA. With Paddy Power providing support from above, Team Europe went on to record a memorable and unlikely final day victory over Tiger and co.

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