When you don’t have Australia Day or the Super Bowl to intervene, you go straight from Christmas to Easter. Easter advertising has begun in the UK. Mars Wrigley brand, Maltesers, as brought back the Maltesers Bunny variant and AMV BBDO has created an AR scavenger hunt for escaped bunnies on Snapchat.

Apparently, a bunch of Maltesers bunnies has escaped from the factory and the campaign calls for the nation’s help to contain them because they are “breeding like rabbits”, with the catchphrase, See Them, Catch Them, Eat Them.

The campaign launched on January 27 and will run across Instagram, Facebook, Snapchat and on posters.

The partnership with Snapchat involves the platform’s first-ever AR scavenger hunt, allowing seekers to virtually catch a bunny for the chance to win the £5,000 prize. People are invited to scan the Snapcode on Maltesers’ OOH posters in order to take part. In-store, shoppers can win a daring day out just by checking online to see if they have caught a bunny.

Credits: 

Creative Agency: AMV BBDO
Creative Directors: Michael Jones & Polina Zabrodskaya
Copywriter: Alexander Smith
Art Director: Edward East
Agency Planner: Michael Case
Agency Account Team: Oryandlee Mormont, Matthew Thomas & Hunter Evans
Agency Producer: Joe Sloane

Production Company: Motion Box
Digital Design Company: Lime Communications

Media Agency: MediaCom