Lowdown:
To launch the new Money Multiplier scratchcard from the National Lottery Ireland, creative agency DDFH&B turned to the one animal that’s known for multiplying more than any other. The resulting rabbit-themed, through-the-line campaign includes 30, 20 and 10 second TV and VOD spots, outdoor, press, social and some hilarious behind the scenes videos. The TV spots, featuring many real live bunnies, were directed by Lorcan Finnegan of Butter, with character animation by Graham Gallagher of Windmill Lane and multiple voices by The Wind That Shakes the Barley actor, Aidan O’Hare (no, really). The campaign launched in an unexpected way with intriguing five second TV teasers during the Irish Nine O’Clock News that showed some extreme close-ups of rabbits but no branding other than #LegendBoy. After becoming a talking point across social media, the rest of the campaign then launched three days later.
Credits:
Advertising agency – DDFH&B
Copywriter – Ted Barry
Creative Director – Paudge Donaghy
Agency Producer – Dave Brady
Account Director – Emily Lyons
Digital Account Director – Michael Craig
Group Account Director – Sarah Wood
Designers – Tom Sutton & Cesar Tovar
Head of Brands & Marketing PLI / Camelot Global – Matt Osgood
Production Company – Butter
Director – Lorcan Finnegan
Executive Producer – Michael Duffy
Producer – Grainne Tiernan
Post Production House – Windmill Lane
3D Animator – Graham Gallagher
Flame – Ian Jacobs
Editor – John O’Connor
Colourist – Matt Branton
Sound – Mutiny Studios
Sound Engineer- Mark Richards
Lead Rabbit Voice- Aidan O’Hare
Released March 2016
