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26 www.AudationMagazine.com
O 2 ’ s ‘ F o l l o w T h e R a b b i t ’ a d v e r t s e e s p e o p l e g o i n g t h r o u g h t h e i r e v e r y d a y l i v e s , s o m e w h a t a l i t t l e m o n o t o n o u s l y . T h e t h r i l l i n g b l u e r a b b i t s t a r e s d e e p i n t o t h e i r e y e s , e n t i c i n g t h e m i n t o a w o r l d o f a d v e n t u r e . ‘ E D M R i t u a l ’ b y T h e C h e m i c a l B r o t h e r s i s t h e s o u n d t r a c k w i t h a n e x c i t i n g a n d d a r i n g e l e c t r i c t o n e . # F o l l o w T h e R a b b i t a n d d i s c o v e r g r e a t l i v e m u s i c . T h i s i s a f a n t a s t i c p r o j e c t w h i c h g e t s p e o p l e i n t e r a c t i n g w i t h t h e c a m p a i g n i n v a r i o u s w a y s , a l m o s t l i k e a t r e a s u r e h u n t . “ N o t h i n g b e a t s t h e e m o t i o n a l c o n n e c t i o n t h a t c o m e s f r o m l i v e m u s i c , ” s a y s R a c h e l S w i f t , B r a n d D i r e c t o r a n d H e a d o f C r e a t i v e a t O 2 . A t t h e h e a r t o f t h e c a m p a i g n i s t h a t i n a n a g e o f b o x s e t s , s t r e a m i n g a n d b i n g e w a t c h i n g , p e o p l e s o m e t i m e s f o r g e t t o g e t o u t i n t o t h e w o r l d a n d e x p e r i e n c e l i f e i t s e l f . W i t h m u s i c b e i n g t h e m o s t p o p u l a r fo r m o f l i v e ex p e r i e n c e i n t h e U K , O 2 i s u n i q u e l y p l a c e d t o h e l p c u s t o m e r s a n d f a n s s e i z e t h e e m o t i o n a l , v i s c e r a l a n d c o n n e c t e d m o m e n t s o f t h a t i t o ff e r s – w h e t h e r i t ’ s a t T h e O 2 , o n e o f 1 9 O 2 A c a d e m y v e n u e s i n 1 3 c i t i e s n a t i o n w i d e o r a c c e s s t o t h o u s a n d s o f P r i o r i t y T i c k e t s , 4 8 h o u r s b e f o r e g e n e r a l r e l e a s e . w w w . o 2 . c o . u k / F o l l o w T h e R a b b i t 27
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