Paddy Power "caused a stir over the weekend with a social media stunt that implied it had cleared a section of the Amazon rainforest as part of its World Cup marketing campaign," according to Alex Brownsell of MARKETING MAGAZINE. The bookmaker "posted aerial images of a rainforest which appeared to show large swathes of trees cleared to form the phrase, 'C’mon England PP.'" Paddy Power then hinted that "the image was real." The image "provoked a predictably ferocious response from many Twitter users, with Paddy Power receiving abuse for its 'irresponsible' actions."
However, Paddy Power "released a second image in a similar vein carrying the line, 'We didn’t give the Amazon a Brazilian,' revealing that the stunt is part of a wider campaign" -- devised by agency Lucky Generals -- to raise awareness of deforestation in the rainforest. The bookmaker said, "Greenpeace told us that in the Amazon an area the size of 122 football pitches is chopped down every 90 minutes, which is shocking. Paddy Power’s #Shavetherainforest stunt helps to haul this issue into the public light, with our own little mischievous twist." Paddy Power's "Mischief Champion" Harry Dromey said, "It was a hairy weekend as many of my family and friends disowned me, but it put the brand in the news, ultimately for a good cause" (MARKETING MAGAZINE, 6/9).
