TIGER'S ARRIVED

TitleTIGER'S ARRIVED
BrandPADDY POWER
Product/ServiceTIGER WOODS ODDS FOR THE BRITISH OPEN
Category D08. Transit
Entrant OFFICER AND GENTLEMAN Madrid, SPAIN
Idea Creation OFFICER AND GENTLEMAN Madrid, SPAIN
Production OFFICER AND GENTLEMAN Madrid, SPAIN
Credits
Name Company Position
Alex Katz Officer & Gentleman Executive Creative Director
Javi Iñiguez de Onzoño Officer & Gentleman Executive Creative Director
Monica Gramunt Officer & Gentleman Copywriter
Luis Alvarez Officer & Gentleman Art Director
Jose Ortiz Officer & Gentleman Managing Director
Inma Ortega Officer & Gentleman Account Supervisor
Des O'Leary Catapult Managing Director
Steven Courtney Event Junkies Managing Director
Marta Cintero Officer & Gentleman Account Executive

Write a short summary of what happens in the digital or ambient execution or campaign.

Ten years ago, Tiger Woods saw his career and reputation come crashing down after he drove his SUV into a tree and allegations of his infidelity came to light. But after a major win in 2019, Woods was back on his game and headed to Northern Ireland for the British Open. So Irish bookmaker Paddy Power decided to do something special to remind him to keep on driving on the straight and narrow path. On the first day of the Open, we constructed a massive, 9x12 meter billboard in at the entrance to the tournament with a car crashed right through it (the same model SUV that marked the beginning of his downfall a decade ago) accompanied by the copy: “Tiger’s Arrived: Hope his driving improves”. Standing in front was another billboard with a car-shaped hole in it, giving the impression that the SUV had crashed through it too.

Cultural / Context information for the jury

The SUV used in the execution was the same make and model Cadillac Escalade that Woods crashed in his 2009 incident. Before the 2009 incident, Tiger was considered a wholesome character. Afterward, he lost sponsorships and people began to look at him negatively. Only now, a decade later, has his image improved. The term “Driving” in the execution refers to both Tiger’s driving in terms of vehicles and in terms of golf, where “driving” means a long-distance shot.