Rainbow Russians

Lee Price

Brand Strategist
Creative Director
Copywriter
Paddy Power PLC
From Russia With Equal Love
With the FIFA World Cup held in Russia, nobody was discussing the rainbow-coloured elephant in the room. PP did, donating £10,000 to LGBT+ causes each time the hosts scored, turning them into accidental allies. It got off to a great start, when Russia won their opening game 5-0 (prompting an appearance by yours truly on CNN in a Russia shirt – I know, simpler times), and led to a total donation of £170,000
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