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O2

Follow The Rabbit

#Followtherabbit is the latest campaign for O2 from VCCP and running across cinema, video-on-demand, social media and nationwide outdoor advertising. O2 teased the campaign throughout February with the rabbit encouraging attendees at the BRIT Awards and England vs Italy at Twickenham to share their best live pics in order to win tickets to events.
For the print element of the campaign, a live rabbit was photographed in the studio before the Stanley's team got to work on the image, adding and defining shadows, lighting and of course the colouring of the rabbit itself. Using the tones of the rabbit's real fur as a guide, the team brushed individual hairs with various blue / cyan hues to preserve the fur's texture and depth.

Photographer

Dan Burn-Forti

Agency

VCCP