Client: JMSW Group
Project: Rabbit Hole Grand Opening
We were approached to do a VIP invite campaign for the JMSW Group's newest destination night spot, the Rabbit Hole. With no identity and an incredibly small budget we were asked to conceive a minimal, symbolic, and somewhat viral street campaign. Our objective was to inject a symbol into the downtown nightlife districts the weeks preceeding the grand openings. The hope was that the saturation of said symbol would fuel a word of mouth interest in the soon to be open mystery spot.
We started by conceiving a leaping leporidae. Inspired by the concept of the rabbits in track and field, we wanted to convey a simple, sexy, sense of leadership and movement. We also wanted something that could easily be construed as a chic yet clique-ish brand like that of the incredibly enduring Izod alligator. Once the rabbit was drawn up we moved to the viral aspect of the opening.
Cellophane wrapped marshmallow bunnies were our answer. This, paired with stenciled bunnies which were spray painted with a chalk based paint on the city sidewalks in strategic areas, definitely generated a huge interest in the venue prior to opening.
Sealed matte black static bags were given to the first 100 guests on opening night with adhesive silver bunny labels and accompanying mix discs. Four local fine artists were also commissioned to design 2 color A2 posters, which were screened, signed and given to VIP guests.