Tasked with attracting the brightest and boldest to Paddy Power’s Graduate Programme, our campaign ideas centred around the ideas of gaining an unfair advantage in your career.

So tongue firmly in cheek, and perfectly aligned with the brand’s mischievous tone of voice, we drew a playful parallel with athletes who use performance-enhancing substances, positioning the programme as a way to get an almost unethical head start over your peers and supercharge your job prospects.

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