A notoriously demanding client, we badgered our way onto the pitch which was already underway. We cracked the idea but needed an approved third script (not very easy as the tamest Paddy script sets off the fire alarms at Clearcast) before they would appoint us. So we unleashed the full might of the Creative Emporium with a £10k prize to the writer of that third script. It worked. 27 creatives wrote almost 100 scripts. And the work worked with a 53% YoY leap in new accounts. We managed to get what became the most complained about commercial in 10 years on air and kept on air. No stranger to controversy, Paddy lapped up the PR and Big Al lapped up the Guinness.

TV, press, outdoor