O2 "Follow the rabbit" by VCCP

O2's new ad campaign by VCCP might remind viewers of a scene from Donnie Darko with Frank the Rabbit.

But this mascot, a blue rabbit that is supposed to represent curiosity, is much less sinister. Following O2’s rabbit can lead to adventure and live experiences in music, sport and entertainment, the ad claims.

The campaign will include TV, digital out of home, mobile, experiential marketing and live events. Social media efforts will feature O2’s first Snapchat lens and geo-targeted filters.

The spot was directed by Chris Birch and Jonny Parker, and directed by Dom & Nic through Outsider. 


Creative agency
Executive creative director
Copywriter & associate creative director
Art director & associate creative director
Agency producer
Senior account director
Group head of planning
Production company
Editing house
Sound studio
Sound engineer

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.