That Rabbit Billboard.

Hell Pizza.

Not content to let a happy occasion go to waste, Hell decided to launch a rabbit pizza just in time for Easter. Using a single billboard made out of real, recycled rabbit skins, news of the pizza spread faster than myxomatosis. Despite being a billboard, it was a huge digital and social success, even appearing in Time Magazine.

Awards:
Axis - Silver - OOH Special Build
APAC Effies - Gold - ‘David vs Goliath’
APAC Effies - Silver - Retail
APAC Effies - Silver - Small Budget
NZ Effies - Gold - Limited Budget
NZ Effies - Bronze - Most Effective PR/ Experiential Campaign
NZ Effies - Bronze - New Product or Service
NZ Effies - Bronze - Best Strategic Thinking