VCCP made O2’s name known (throughout the world, by the way) with a bored cat that changed its life by being more dog, aka an ad that encouraged Brits to take on new (O2) technology.
Last June, that Be More Dog was replaced with an updated More for You campaign
Now, O2 is encouraging people to follow a blue rabbit, aka be more curious. This time, VCCP and O2, want to encourage people to buy into its live experiences in music, sport and entertainment at O2 venues.
The campaign also aims to put O2 on a tier above the norm in its category, by offering something different than its competitors.
The blue rabbit was inspired by Alice in Wonderland, who couldn’t resist following a rabbit down a rabbit hold to explore what was in there.
The campaign was teased throughout February, with the rabbit encouraging attendees at The BRIT Awards and England v Italy at Twickenham to share their best live pics with #FollowTheRabbit to win tickets to gigs and events.
The campaign will include TV, digital out of home, mobile, experiential marketing and live events. In social media, O2 will feature its first Snapchat lens and geo-targeted filters. Thousands of tickets to experiences will also be offered for those who #FollowTheRabbit.
After the creatives at VCCP pared down their Alice in Wonderland idea to a simple blue rabbit, to be shot by directors, dom&nic, through Outsider, The Mill was given the job of crafting a fully CG photo-real wild rabbit to star as the lead character.
More than 20 Mill artists were required to do the job in just over eight weeks. The rabbit had to creature look highly realistic but have enough “cute factor” and an air of mischief to draw the viewers in. The distinctive colour and texture of the rabbit’s fur had to feel as though it was natural to maintain its appeal.
Credits:
Creative agency: VCCP
Executive creative director: Darren Bailes
Copywriter & associate creative director: Chris Birch
Art director & associate creative director: Jonny Parker
Agency producer: Carly Parris
Senior account director: Rose Bartel
Group head of planning: Andrew Perkins
Production company: Outsider
Directors: dom&nic
Producer: John Madsen
VFX & design: The Mill
Editing: Final Cut
Sound: Factory Sound
Colour: The Mill
