Paddy Power have given lapsed Catholics the chance to get a quickie confession before the Pope arrives with their latest bit of mischief. A giant drive thru confession box was built just outside of Phoenix Park, in the days before the Pope’s first visit to the country since the visit of Pope John Paul II in 1979.
The idea came from The Public House, partners in mischief with Paddy Power over the last five years.
“We based this idea on the insight that over 55% of people here in Ireland haven’t been to confession in the past 10 years,” says Colin Hart, Founder and Creative Director of the Public House. “So we’re proud to work with Paddy Power to help with the backlog of confessions, whether it’s secretly cheering for the English in the World Cup or taking more than their share of bread during Storm Ophelia.”
The 40 foot box has taken 3 days to build near where Pope Francis is set to give an address to crowds potentially numbering in the hundreds of thousands. Much like making sure the house is dusted before company comes over, the box is the perfect get-absolved-quick-scheme for a backlog of Catholics who want to enjoy the Pope’s free of guilt.
The giant confessional has already been covered by The Washington Post, The Times of London, Newsweek, The Sydney Morning Herald, and several other global media outlets.
Brand: Paddy Power
Paul Mallon: Head of Brand Activations
Lee Price: Head of PR
Rachael Kane: Head of Irish PR
Agency: The Public House
Creative Director: Colin Hart
Copywriter: Jack Walsh
Art Director: Diogo Dias
Managing Director: Catrióna Campbell
Senior Account Manager: Eavan Fallon
Senior Account Executive: Robyn Claffey
Production Company: Nine Yards