'The Gut Truster' Live Paint

Ladbrokes were looking for a high impact, and creative OOH addition to their Soccer World Cup marketing drive. Alongside Rothco and PML we created and executed this graffiti re-interpretation of their character 'The Gut Truster'.


  • Worked with one of HeadCase's leading Dublin street artists

  • Created the 'zen moment' concept, showing the character in deep thought in advance of the World Cup

  • We handled creative concept, design,  execution and documentation.

  • Execution over an existing Golden Square Site - transforming a standard teaser poster of a Football, to a unique Ladbrokes character moment.