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Motivational Bunnies Shout 'Legend' in New National Lottery Ireland Campaign

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Bunnies abound in new spots from agency DDFH&B

Motivational Bunnies Shout 'Legend' in New National Lottery Ireland Campaign

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.

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.

National Lottery Ireland - DDFH&B
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Creative Agency

Creative Agency: DDFH&B

Copywriter: Ted Barry

Producer: Dave Brady

Group Account Directors: Sarah Wood

Designer: Tom Sutton & Cesar Tovar


Editor: John O'Connor


Sound Design: Mutiny Studios

Production Company

Production Company: Butter

Director: Lorcan Finnegan

Executive Producer: Michael Duffy

Producer: Grainne Tiernan

Post Production / VFX

Post Production Company: Windmill Lane

Flame: Ian Jacobs

Colourist: Matt Branton

Folk Wunderman Thompson, Fri, 11 Mar 2016 15:13:59 GMT