Inspired by the curiosity and wonder of the white rabbit from Alice in Wonderland, we created a story where everyone has a blue rabbit. A depiction of your inner consciousness. And if we follow it, it leads us to the most unforgettable gigs.

But we know we don’t always listen to our inner rabbit. We choose to ignore it and stay in catching up on catch-up. Or running a nice bath because we’ve had a hard day. Or cooking those prawns we defrosted because we don’t want them going to waste. So we wanted to encourage people to ditch the humdrum and follow the rabbit.

Technology and the pressures of life today makes it all too easy to put life on hold. To stay in and catch up on catch-up, work late, finish that presentation. Things that inevitably take up our lives but don’t form long-lasting memorable moments.

The campaign rests on an insight rooted in live experiences - “there is no substitute for live, once it’s gone, it’s gone.” In a culture where people are attached to their couches, catching up on catch-up or binge watching Netflix, this is a strong reminder of the power - and fleeting nature - of live experiences.

To capture an authentic moment in music, we created a music video style ad and launched it with a two minute placement on TV during The Brits - the biggest night of the year for the British music industry.

Our ad bought the idea to life by following the stories of people in everyday mundane scenarios, who are persuaded to follow their inner rabbit and their journey to an unforgettable live gig.

In collaboration with The Chemical Brothers, we re-worked the track to our ad.

The launch ad was followed by pre-rolls of official Brits content on Twitter, magnifying the launch moment.

This was followed by 60s and 30s TV and VOD spots from 22nd Feb along with social edits across Twitter, Facebook and Instagram and a snapchat Proximity Trigger National Lens.

Localised executions ran across YouTube, Spotify, display, social and VOD encouraging people to discover live music near them.