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.