Project | Fashion Campaign

To celebrate the Year of the Rabbit, MOSCHINO has partnered with Looney Tunes to launch a limited collection that features the iconic Bugs Bunny dressed as a magician. Magic is, in fact, what inspired the creative concept behind this campaign. In order to bring this brand collaboration to life, the video features a larger than life tunnel - inspired by the opening title of Looney Tunes - through which the audience is invited to dive into and discover the magic happening during this special time of the year. Distorted proportions and seamless transitions contribute to create a feeling of surreal magic.

The campaign has been pushed through different digital channels, together with a limited edition digital red packet design for customers on WeChat to send good fortune and money to their loved ones.

Campaign results:
37K new WeChat followers in less than a month
35K WeChat post views
36 million video views in China alone
233K WeChat digital red packets claimed
12K red packets collected in less than 10 minutes