| Title | RABBIT RACE |
| Brand | MEDIA MARKT |
| Product/Service | MEDIA MARKT |
| Category |
B03. Branded Content & Entertainment Film |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Media Agency
|
UM Frankfurt, GERMANY
|
|
Production Company
|
ENDEMOL BEYOND Cologne, GERMANY
|
|
Production Company 2
|
TRO GMBH Duesseldorf, GERMANY
|
|
Production Company 3
|
MMC STUDIOS KOELN, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Felix Fenz |
Ogilvy Germany |
Executive Creative Director |
| Nico Ammann/Sascha Dudic |
Ogilvy Germany |
Creative Director |
| Nico Ammann/Constantin Camesasca/Sebastian Kamp/Joschka Wolf/Hendrik Frey/Tobias |
Ogilvy Germany |
Art Director |
| Felix Fenz/Sascha Dudic/Bent Kroggel/Christian Urbanski/Thorsten Büsser/Tobias R |
Ogilvy Germany |
Copywriter |
| Yves Rosengart/David Wilfert/David Henkel/Marc Czymai |
Ogilvy Germany |
Account Management |
| Oliver Kraege |
Ogilvy Germany |
Agency Producer |
| Caroline Walczok |
Ogilvy Germany |
Art Buyer |
| Leo Dakik |
/ |
Illustrator |
| Ralph Hargarten |
Ralph Hargarten Represented By Bransch Europe |
Photographer |
| Mark Achterberg/Andrea Achterberg |
Endemol Beyond Gmbh |
Director |
| Baris Zencirli (mazen)/Gunnar Ohlenschläger (tvc/Kino/Ooh)/Sebastian Berresheim |
Endemol Beyond Gmbh |
Editor |
| Sascha Rustmeier/Chris Müller |
Endemol Beyond Gmbh |
Film Producer |
| Frank Buschmann |
/ |
Artist |
| Jens Steffen |
Ogilvy Germany |
Technical Director |
| Ralf Zimmermann/Robert Georgi |
Ogilvy Germany |
Application Engineer |
| Mathias Koehler |
Ogilvy Germany |
Avid |
The Campaign
The Rabbit Race was a live sports event where 10 bunnies were competing in a race, evolving an
unspectacular discount promotion advertising to a fascinating entertainment program for the whole
family to enjoy.
A revolutionary non-scripted live event, broadcasted at prime time, on the 9 biggest German private
TV stations , as well as online on YouTube's frontpage, Bild.de (Germany's biggest online
newspaper) and MediaMarkt.de.
The three consecutive races were presented like a big sports event, with a famous German sports
anchor presenting live on three days from a specially built race arena.
The whole event was framed in reports, portraits of the racing bunnies, press conferences and
behind the scenes material on social media and TV.