A Giant Foam Finger Lands In London

Paddy Power and BBH London have unveiled a striking new outdoor advertising installation in Hackney as the latest chapter of the brand's World Cup campaign.

The centerpiece is a massive 41-foot foam finger, a symbol commonly associated with American sports fans, reimagined with Paddy Power's trademark sense of humor.

The larger-than-life structure dominates the surrounding area and immediately grabs the attention of football fans and passersby alike.

Continuing The “Nobody Does Football Better Than US” Platform

The stunt builds on Paddy Power's viral campaign “Nobody Does Football Better Than US”, which launched ahead of the World Cup.

The campaign playfully challenges the tournament hosts while celebrating football culture through a deliberately provocative and entertaining creative approach.

By borrowing one of the most recognizable symbols from American sports fandom, the brand creates a humorous contrast with the global game.

Outdoor Advertising Designed To Be Unmissable

The giant installation was specifically designed to create maximum visibility and conversation.

Standing several stories tall, the foam finger transforms a familiar sports accessory into a landmark-scale piece of outdoor advertising.

The special build demonstrates how brands can use large-format OOH to create experiences that extend beyond traditional billboard messaging.

Supported By A Wider OOH Rollout

The installation is supported by a broader outdoor advertising campaign running across standard OOH sites throughout the UK.

This combination of a headline-grabbing special build and a wider media presence helps amplify the campaign message and reach football fans across multiple touchpoints.

The integrated approach ensures the stunt works both as a local spectacle and a national conversation starter.

Why The Campaign Works

• Uses an iconic sports symbol in an unexpected way.
• Creates immediate visual impact through scale.
• Extends a successful World Cup campaign platform.
• Generates strong PR and social media potential.
• Demonstrates the power of special-build outdoor advertising.

With a 41-foot foam finger towering above East London, Paddy Power once again proves that bold outdoor advertising and a strong sense of humor remain a powerful combination for capturing attention during major sporting events.