Rapid response capitalises on Paul the Psychic Octopus

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Trevallyn Hall, senior art director at Joe Public, says that he and a team of staff had to make the smart, tactical idea happen in a very short time frame in order for it to be effective. "Paul the German Oracle Octopus has been receiving a lot of publicity in the past few weeks with his 100% accurate match outcome predictions, intensifying over the last three days with his prediction that Spain would beat Germany.

"The idea was to create a tactical retail ad for Ocean Basket's Sports Fan platter, which includes calamari. We created two versions - so if Germany had won then there was an alternative headline."

For more:

• 10and5.com: Exclusive Books Tactical - Paul the Octopus