We’ve been working with Paddy Power to launch an urgent appeal on behalf of Liverpool fans everywhere …

Our first campaign for the social team at Paddy Power saw light of day over the weekend.

Charged with coming up with a cheeky campaign to mark the end of the Premiership season, we decided to focus on “Kop Kid” Gary. Bless Gary, a Liverpool Fan born in 1990, he has never seen his team win a league title. Not one in his 28 years.

It’s desperately sad.

So it was that Paddy Power worked with Gary to launch an urgent appeal to former-Red, Rafa Benitez, offering him the chance to once again become a hero of The Kop by letting Liverpool FC win in their game against Benitez’s Newcastle this weekend.

The film was then used across Paddy’s social channels – clocking up over 150,000 views on Twitter and a whopping 1.5 million views (along with over 14,500 responses, 9,500 shares and over 11,500 comments) on Facebook.

Have to say that it was immense fun to make and we’re hoping there will be plenty more Paddy Power social mischief as we go into a pretty hectic summer of sport …