The Warehouse’s iconic red rabbit returns in latest Easter campaign via DDB Aotearoa

With Easter just around the corner, The Warehouse’s iconic Red Rabbit has reappeared in a new campaign via DDB Aotearoa. But this time, with a difference.

 

While the Red Rabbit has played a role in Easter since its first appearance three years ago, this new animated iteration has been brought to the fore, and to life through an integrated campaign that encourages Kiwis to hop in-store and online for a bit of Easter magic.

Building on the success of the past three years, the loveable Rabbit now appears throughout every campaign touchpoint to provide a fun way for customers to connect emotionally with The Warehouse brand.

In this year’s spot, the inside of the store is transformed into a fantasy world where Red Rabbit comes to life after dark. We catch fleeting glimpses of the rabbit and hear cheeky giggles as they have fun with the Easter range.

The campaign is supported with an in-store activation which encourages customers to follow the Red Rabbit into the wider world of Easter fun and win prizes.

DDB Aotearoa creative director Ben Pegler says the Red Rabbit has stood the test of time as a fun way to celebrate Easter at The Warehouse: “This year, we’ve given Red Rabbit a bit of personality, using this loveable character to show off The Warehouse’s full Easter range. Interactive elements encourage Kiwis to head in store, find a rabbit and win a prize.

“We’ve also used animation to get a real sense of Red Rabbit’s cheeky nature.”

Jonathan Waecker, chief customer officer at The Warehouse Group says Red Rabbit has become the face of Easter fun at the red shed: “Easter is a time for Kiwis to relax and have fun, spend time with family, and enjoy a chocolate egg or two. This year’s campaign brings back our loveable Red Rabbit to remind Kiwis that The Warehouse has everything you need to help make Easter extra special, with a wide range of great value products.”

The campaign launches on 20 March with 30” and 15” spots, an in-store activation as well as outdoor, digital/web, and social.

Client Credits: The Warehouse Group
Chief Customer and Sales Officer: Jonathan Waecker
Chapter Area Lead Marketing, Digital and eCommerce: Bonnie Bradley
Chapter Member Marketing: Cayden Crombie
Chapter Member Marketing: Laura Fisher
Chapter Member Creative Services: Gemma Simpson
Chapter Member Creative Services: Caroline Santos-O’Connell

Agency Credits: DDB Aotearoa
Chief Creative Officer: Gary Steele
Creative Director: Ben Pegler
Art Director: Adam Barnes
Copywriter: Veronica Copestake
Lead Business Partner: Kate Lines
Senior Business Director: Zofia Wereszczynska
Senior Business Manager: Fran Schnackenberg
Planner: Katy Holden
Agency Executive Producer: Judy Thompson
Agency Producer: Amanda Summersby

Production Company: ToyBox
Production Company / Post House: Toybox
Director: Andrew Newland
Producer: Nanette Miles
DOP: Duncan Cole
Editor: Philippe Lods
Animator: Markus Kristensen
CG Supervisor: Suraj Nayak
Compositor: Andrew Stewart
Colourist: Dave Gibson

Audio Engineer: Andy Morton (Liquid Studios)

Stills Photographer: Troy Goodall (Match Photographers)
Digital/Lighting Assistant: Tim Carter

Stills Retouching: Scott Nadin (Sixty Four Ltd)