I worked on PaddyPower for a long time.

They taught me something valuable.

Why pay for media when you can earn it for free.

The brief was simple. Make posters that get banned. So that's what we did.

I'm not proud of these. Upsetting people is easy.

But making work that genuinely breaks into culture is hard.

And PaddyPower understood that better than any agency I've ever worked in.