Breaking campaign: Bad Bunny rocks Sydney Easter Show
Sydney’s Royal Easter Show is getting rebellious with a new youth-orientated campaign featuring a hard rocking rabbit called Bad Bunny.
Created by MJW, the campaign for the Royal Agricultural Society includes viral and print work.
RAS asked MJW to promote the "after dark" packages at the Sydney Royal Easter Show, which includes live music.
Bad Bunny was created to appeal to a younger demographic and is a departure from the show’s traditional family audience.
The Bad Bunny has a dedicated MySpace page which carries only light branding for The Easter Show. There's also a YouTube clip and MMS phone video viral pointing people to his site where live music at the VB shed and Psycho Sideshow acts are detailed. Posters have been placed at universities around Sydney.
Credits: creative director Sean Cleary, group head Chris Kelly, art director Chris Kelly, Alexandra Antoniou, writers Chris Kelly, Alexandra Antoniou and Lisa Jackson, typographer Alexandra Antoniou, photographer Stephen Stewart from The Kitchen Creative, account management Alison Primmer and John Speers.
