O2's "Follow the rabbit" campaign gets a creative reboot with a two-minute film set to a track by electronic duo The Chemical Brothers.
Launched during the 2018 Brit Awards, the new ad shows many blue rabbits instead of the sole animal that led last year’s campaign. The energy has also been turned up, as various people follow multiple blue rabbits to a roaring crowd and pulsating light beneath a railway bridge. This year’s campaign, which again encourages people to see live music, also includes a Snapchat AR world lens allowing users to follow their own rabbit in their surroundings, a media first for O2. It was created by Pete Bastiman and Bish Aylesbury, and directed by Dom and Nic through Outsider.