Ireland Missed The World Cup, But Not The Fun
When Ireland's World Cup dream ended in a penalty shootout against Czechia, many fans were left wondering who to support during the tournament.
Paddy Power saw an opportunity to turn disappointment into entertainment with a tactical campaign that gives Irish supporters a ready-made replacement team.
The answer? Ivory Coast.
A Flag Flip Becomes A Campaign
Created by BBH Dublin, the campaign is built around a simple visual observation: the Ivorian flag is almost identical to Ireland's, just reversed.
While Ireland proudly flies green, white and orange, Ivory Coast's flag features orange, white and green.
The campaign humorously suggests that Irish fans simply flip the flag and continue supporting a team dressed in familiar colours.
Classic Paddy Power Humour
The campaign embraces the irreverent tone that has become synonymous with Paddy Power advertising.
Rather than focusing on football disappointment, the brand reframes the situation as an opportunity to adopt a new team for the duration of the tournament.
The tongue-in-cheek approach transforms a sporting setback into a memorable and highly shareable piece of football culture.
Running Across Outdoor And Print
The activation launched to coincide with the start of the FIFA World Cup and appears across digital outdoor advertising sites throughout Dublin.
In addition to OOH, the campaign is running in national newspapers including the Sunday Independent and The Sun.
The media schedule aligns with Ivory Coast's World Cup fixtures, encouraging Irish fans to rally behind the team throughout the group stage.
Turning Football Passion Into Participation
Rather than allowing fans to feel disconnected from the tournament, Paddy Power creates a playful reason for continued engagement.
The campaign demonstrates how a simple cultural insight can become a powerful creative platform when combined with humor and perfect timing.
Sometimes the best ideas are the simplest ones.
Why This Campaign Works
- Uses a simple visual insight everyone understands instantly.
- Transforms disappointment into entertainment.
- Leverages national identity in a lighthearted way.
- Creates strong social sharing and PR potential.
- Launches at the perfect cultural moment.
By giving Irish fans an unexpected World Cup substitute, Paddy Power proves once again that clever timing and cultural relevance can turn a simple observation into a memorable outdoor advertising campaign.
Frequently Asked Questions
Because Ivory Coast's flag closely resembles the Irish flag, creating a humorous reason for Irish fans to support the team during the World Cup.
The campaign was created by BBH Dublin for Paddy Power.
The campaign appears on digital outdoor advertising sites in Dublin and in national newspapers.
Ireland failed to qualify for the World Cup, so the brand created a playful alternative for fans.
It combines humor, cultural relevance and a simple visual insight that people immediately understand.
Ready to advertise outdoors?
BM Outdoor plans, buys and prints OOH campaigns across all 50 states. Request a free quote with no commitment.
Comments
Be the first to comment.