O2's Rabbits Multiply in Music Video-esque Campaign

O2's mysterious blue bunny is breeding like, well, rabbits in the latest iteration of VCCP's #FollowThe Rabbit campaign, which encourages people to break away from box sets and streaming and get out into the world to experience a live music event.

Directed by Dom and Nic through Outsider, the two-minute film opens with a series of mundane everyday experiences - people slumped in front of the telly or listlessly heating up a microwave meal -  while a blue rabbit stares at them, silently encouraging them to follow. As the momentum builds, the action cuts to crowds of people following their rabbits through the streets, ending up at a portal filled with pulsating lights and the roar of the crowd.

Set to air during tonight's BRIT Awards, the ad has a distinctly promo-like feel, particularly in its choice of soundtrack - The Chemical Brothers' EML Ritual - which was adapted specially for the spot. 

The campaign will also feature a Snapchat world lens [below] with an augmented reality proximity trigger, allowing users to physically follow the blue rabbit in their surrounding environments. 

“Through The O2, 19 O2 Academy venues and access to thousands of Priority Tickets, O2 provides access to some of the best live music not only nationwide, but worldwide," says Rachel Swift, O2's brand director and head of creative. "Unlike other brands that encourage people to stay glued to a screen, O2 believes that everyone should be getting out and living in the moment. Nothing beats the emotional connection that comes from live music, and #FollowTheRabbit reminds our customers just how good it is.”