Why have I got a beermat here? Simple. It reminds me that every brief is an opportunity. You don’t need massive budgets to make people spend quality time with a brand.

Paddy Power came in with a simple brief: “We want a beermat that stands out during the World Cup.”

I said: “No you don’t. You need a half-time pub game.”

PADDYPOWER PEANUT WORLD CUP.

They loved it. But of course there was no budget for illustration, so I fired up Illustrator and made the thing myself.

The plan was to take it beyond the pub too — trick-shot YouTube videos, social clips, pub tournaments, the lot. But the money ran out before the campaign could… didn’t even get to make the nuts.

So for now, you’ll have to make do with the mock-ups.