2018 saw O2 re-imagine their highly acclaimed #followtherabbit creative, this time, marrying it with their new Last Minute Live offering. The campaign sought to solidify O2's position as 'more than a network', reaffirming its heritage in music and positioning the brand as trailblazer in live entertainment.
Undercurrent were challenged to create a spectacle, an experience that could bring to life the campaign's ATL creative in its full potential- bells, whistles, lights and all.
The final creation was a 9-metre installation, a representation of the 'rabbit hole' portal. We independently programmed 230 LED lights to create a sensational show timed to each beat of The Chemical Brothers - EML Ritual - the track used throughout the ATL.
With a 71% engagement rate, and huge uptake on social channels (shared globally), the installation served as the portal that guided fans into the world of live music, just as the rabbit intended.