Bookies Paddy Power has celebrated the start of the Cheltenham Festival by providing the 3,000 year old Uffington White Horse in Oxfordshire with its own jockey. The Paddy Power undercover horse was part of its 'We Hear You' campaign and is typical of the company's cheeky publicity style.
The installation took place over a six-hour period under the cover of darkness and is bigger than an Olympic-sized swimming pool. The installation has since been taken down at the insistence of the National Trust, who preserve the historic site.
The jockey named 'Paddy' is set to be a site of pilgrimage for racing fans as they put on their bets at the Cheltenham Festival. The guerilla stunt took place after a request to better 2010's campaign when Paddy Power put up a 'Hollywood' Paddy Power sign for the Cheltenham Festival with massive success.
Paddy Power Coordinates Mass Stunt for the Cheltenham Festival
Rosie Jones — March 9, 2012 — Art & Design
References: paddypowerplc & taylorherring