Paddy Power to open Museum of Mischief
Irish bookmaker will open The Paddy Power Museum of Mischief in Dublin on 18 September to mark 30th anniversary
Paddy Power is celebrating its 30th anniversary by opening a museum in Dublin that showcases its most memorable marketing campaigns over the years.
The bookmaker has a reputation for producing controversial work and the planned activation will look back on a host of stunts including giving £170k to anti-homophobia charities during the 2018 World Cup in Russia.
The Paddy Power Museum of Mischief opens on 18 September and aims to be an interactive experience produced in cooperation with Irish agency, Catapult.
WATCH: Paddy Power at Brighton Pride – the full story of that ‘empty bus’ stunt! #ComeOutAndPlay pic.twitter.com/PNVZsrPsld
— Paddy Power (@paddypower) August 6, 2018
Paul Mallon, head of major brand activations at Paddy Power, told Campaign Live: “At some point in the 1980s, we realised that betting didn’t have to be all ‘grumpy men in dark betting offices’.
“It was something you could enjoy without having to feel ashamed. Kind of like watching Loose Women as for us, betting is entertainment.
“So, since 1988, when three Irish bookmakers merged to form Paddy Power, we’ve been deadly serious about putting ‘mischief’ at the heart of our business.
“We’re also rubbish at archiving stuff, so this is an easy way to try to remember all the clever and maybe not-so-clever things we’ve done as we look to the future and try to top them in 2019.”