Maisie McCabe enjoyed Paddy Power’s latest stunt, which fooled people into thinking it had laid waste to the Amazon rainforest: "The bookie has shown how a well-planned stunt can dominate the news and social media, while also getting across a socially responsible message." It was retouched by Smoke & Mirrors.
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Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.
"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.