We wanted to put the spotlight on real-world, real-life experiences.
With this insight, the ‘down the rabbit hole’ approach was born, and what better way to bring this to life than through an Alice in Wonderland-esque, O2-blue rabbit: the embodiment of curiosity and intrigue.
The TV and cinema advert introduces the audience to the blue rabbit as it’s illuminated by a single light in a dark, empty space challenging viewers to follow it into the unknown. Sounds of a roaring crowd can be heard while the camera struggles to keep up as the rabbit darts on and off screen, before racing into a packed out venue. Becoming lost in the crowd, the camera pans up to see a stage –as the roar reaches a crescendo.
The spot launched across multiple channels including a considerable presence across social: Facebook, Twitter and Instagram including a #FollowTheRabbit-themed Snapchat lens for anyone who shared Snaps at O2 Academy gigs. Then, throughout March, a number of six-foot tall rabbits were placed around the country at secret locations, giving people who snapped a photo the chance to win money-can’t-buy experiences.