{"id":96976,"date":"2014-09-12T00:00:00","date_gmt":"2014-09-11T23:00:00","guid":{"rendered":"https:\/\/www.72point.com\/power-behind-rainbow-laces-campaign\/"},"modified":"2014-09-12T00:00:00","modified_gmt":"2014-09-11T23:00:00","slug":"power-behind-rainbow-laces-campaign","status":"publish","type":"post","link":"https:\/\/www.72point.com\/us\/power-behind-rainbow-laces-campaign\/","title":{"rendered":"The Power Behind the Rainbow Laces Campaign"},"content":{"rendered":"

\"RainbowLaces\"Paddy Power<\/a> never fail to disappoint when it comes to PR and marketing.<\/p>\n

Previous examples of brilliance include their Luis Suarez advert, their break glass in an emergency Alex Ferguson<\/a>, or their multiple world cup themed pieces<\/a>.<\/p>\n

Their latest marketing campaign however, although less comical, surpasses all previous attempts.<\/p>\n

Working with sexuality charity Stonewall<\/a>, Paddy Power have launched their#RainbowLaces campaign<\/a>. The idea behind the campaign is to show solidarity for gay footballers and intolerance for homophobia in the sport by wearing, you guessed it, Rainbow Laces.<\/p>\n

Although the campaign originally launched last year, it was accused of being merely another publicity stunt and has been redrafted with a more serious approach.<\/p>\n

The campaign re-launched on the 8th<\/sup> September and has already found its feet.<\/p>\n

The Metro produced a special Rainbow Laces edition of their paper which featured re-designs of well-known ads showing support for the campaign on behalf of dozens of household brands. The issue was even voted as Creative Review\u2019s Ad of the Week.<\/a><\/p>\n

Intelligent adverts being given a national showcase in the national press in which to convey their message is more than just a clever marketing trick. It\u2019s a statement of how far society has come. It\u2019s a reflection of what can be achieved if you have the right tools, support and platforms.<\/p>\n

Notable examples of the above ads include Premier Inn who showed their support for the campaign with a rejigging of their brand name, changing it to Premier Out. Genius.<\/p>\n

 <\/p>\n

Smirnoff\u2019s ad featured a rainbow coloured bottle of Smirnoff surrounded by the laces and the strapline \u2018We wouldn\u2019t change our recipe but we can change the game\u2019.<\/p>\n

This tied in with one of Paddy Power\u2019s own ads which uses the line \u2018it only takes two minutes to change the game\u2019 and diagrams of how to place the laces in your boots in a style reminiscent of managerial tactic sketches.<\/p>\n

Rather unsurprisingly Paddy Power have based all their advert designs specifically on football giving each a football punned strapline.<\/p>\n

As well as the \u2018change the game\u2019 line above, other Paddy Power slogans include \u2018now more than ever you\u2019ve got the world at your feet\u2019 and, possibly my favourite, \u2018We don\u2019t care which team you play for \u2019.<\/p>\n

They even recruited the help of the Arsenal squad. It\u2019s not the first time that Arsenal Football Club have shown their support for equal rights. In 2008 the club launched its \u2018Arsenal for Everyone\u2019 campaign to \u2018ensure that everyone associated with the club feels an equal sense of belonging\u2019. \u00a0We live in a culture where, perhaps unjustly, footballers are idolised by a generation of young boys and girls, so who better to spread a message of equality.<\/p>\n

The video, which shows certain Arsenal players list personal characteristics they can\u2019t change, is worth a watch<\/a> if you haven\u2019t already. It not only reinforces the message that being gay is something you can\u2019t change, but it also shows a level of self-deprecation and a sense of humour that, I for one, was unaware existed in football.<\/p>\n

Highlights include the diminutive Santi Cazorla\u2019s eyes peering over the edge of the camera unable to change his height; Mikel Arteta using more hairspray than is ecologically acceptable unable to change his \u2018perfecto\u2019 hair and Alex Oxlade-Chamberlain stating that he is unable to change that he looks like a teenage mutant ninja turtle. Which he does by the way\u2026.Like, really does.<\/p>\n

The rainbow laces campaign shows the true power of PR and marketing; using the power and influence of brands and influential personalities to spread a positive message to all age groups and demographics. My only concern is that it limits the campaign to football, after all homophobia has no place in any aspect of our culture or society but hopefully this is a step in the right direction.<\/p>\n","protected":false},"excerpt":{"rendered":"

Paddy Power never fail to disappoint when it comes to PR and marketing. 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