Bookmaker Paddy Power isn't known for its sensitivity. But it manages to strike just the right chord with its newest campaign, done in partnership with gay rights charity Stonewall, out of agencies Crispin Porter & Bogusky and Lucky Generals. The ad campaign addresses the fact that there seem to be no gay players in soccer -- not since Justin Fashanu came out in 1990 has a pro player come out in Britain. "We don't care what team you play for," is the message behind several print and OOH ads like the one pictured, which feature provocative sentences, all with the aim of pointing out homophobia and football, and creating a supportive environment for players.
The companies also sent rainbow laces to teams in the Premiere League, Football League and the Scottish professional Football League. Influences on Twitter are also involved.