Buy toys, save the chocolate bunny
Spring is filled with candy stuffed baskets, so how can we challenge the “sweet” and encourage a more healthy alternative… toys? We designed Save The Bunny as a fun, vivid and memorable way to complement seasonal candy purchases with Mattel toys during Easter. The concept positions toys as the “other Easter treat” and encourages a different type of Easter basket, replacing the "endangered" chocolate bunny, with toys.
The platform provided a unique umbrella for Mattel’s production partners to launch an comprehensive, celebrity loaded PR campaign, and included a launch video, website, social posts and in-store activation tool kit with coupons for discounts on Mattel products.
Agency: RAPP LA
Production: Mattel
