Designed to stamp out homophobia in football
Irish bookmaker Paddy Power will extend its "Right Behind Gay Footballers" campaign into 2014.
The 2013 campaign, devised by Crispin Porter & Bugusky, created by Lucky Generals and launched in partnership with Stonewall, encouraged footballers to wear rainbow laces in a stand against homophobia in the sport.
Lucky Generals' work on the campaign impressed Paddy Power's marketing director, Christian Woolfenden who told CampaignLive "I was impressed by Lucky Generals' tenacity, fearlessness and creativity from the first time I met them. Our Right Behind Gay Footballers campaign was full of mission and mischief in equal measure.
"We made a fantastic start in 2013, but we have plenty more to do, to kick homophobia out of football."
According to Campaign Live, Lucky Generals will also work with Paddy Power on other special projects.
Helen Calcraft, a founding partner of Lucky Generals, said: "Christian and his incredible team set the standard in modern marketing in the UK. We are proud to be working with Paddy Power and we are determined to make an impact in the fight against homophobia in football in 2014."
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