O2 Tells You to 'Follow the Rabbit' in This Trippy Music Video-Style Ad

Agency VCCP Worked With Directors Dom & Nic and The Chemical Brothers

Published On
Feb 21, 2018

Editor's Pick

A few years back, U.K. mobile brand O2 kept imploring customers to "be more dog." Now, it's telling us to "Follow the rabbit."

The new work by VCCP (which is actually an evolution of a campaign that kicked off a year ago) centers on the brand's offerings of priority tickets to entertainment and music events. It kicks off with a two-minute music video-style film, seen here, which will be broadcast tonight during the BRIT music awards (the U.K. equivalent of the Grammys) on ITV. O2 worked with The Chemical Brothers to adapt their dance track "EML Ritual," and with directors Dom & Nic at Outsider, who have previously worked with The Chemical Brothers on videos.

The film opens with a series of characters doing mundane everyday things such as watching TV, working in the office, ironing and microwaving dinner. But in each scene a (slightly freaky) blue rabbit interrupts them and starts staring at the characters reminding them of what's outside and encouraging them to follow. As momentum builds, crowds of people are following their own rabbits all in the same direction, breaking into an excitable run.

As well as the film, users can "follow" their own rabbit with a specially designed Snapchat world lens available today. After unlocking the lens, Snapchatters are encouraged to follow the AR rabbit that appears in front of them. As they get closer, the rabbit scampers away to eventually disappear down a magical portal.

Meanwhile #FollowTheRabbit will feature prominently across Facebook videos and Instagram Stories, while anyone using the hashtag or #O2Music on Twitter will reveal a bespoke branded emoji.

The campaign encourages customers to snap up some of O2's Priority Tickets to live music across the UK, available 48 hours before general release.


Feb 21, 2018
Brand :
Client :
Executive Creative Director :
Darren Bailes
Creative Director :
Jim Capp
Associate Creative Director :
Pete Bastiman
Associate Creative Director :
Bish Aylesbury
Agency Producer :
Becky Grove
Production Assistant :
Sydney McGauran
Head of TV :
Olly Calverley
Planning Director :
Nicky Vita
Senior Account Director :
Caroline Shortt
Account Director :
Laura Henderson
Production Company :
Director :
Dom & Nic
Production Company Producer :
John Masden
Editor :
Ed Cheeseman
Edit Company :
Final Cut
Sound Director :
Sam Ashwell
Sound Company :
750 MPH
Music Consultancy :
Soho Music
Visual Effects :
The Mill
Colorist :
David Luddy Ludlam
Executive Creative Director :
Jonathan Wes Westley
Executive Producer :
Alex Fitzgerald
3D Lead Artist :
Alex Hammond
2D Lead :
Gianluca Di Marco
Animation Director :
Jorge Montiel
Visual Effects Producer :
Imogen Pai

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