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.