Hoppy days! The mystery of #LegendBoy is Revealed

To launch the new Money Multiplier scratchcard from the National Lottery DDFH&B turned to the animal that’s known for its multiplying abilities. The campaign planned by Starcom and Source ooh kicked off with teasers on Transvision, dPod and Green Screens showing rabbits but no branding other than #LegendBoy. In an Irish media first a simulated version of augmented reality was screened on a dPod in Dundrum, giving off the illusion that it is see through and that there was a fluffle of rabbits on the mall floor. After causing a stir across social media the rest of the campaign launched three days later, with the mysterious bunny revealed as none other than famous thespian, Bunnydict Cumberhutch.
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Dentsu Aegis Network Shops Back Vizeum's Camelot Win

Vizeum will draw on other agencies and divisions in Dentsu Aegis Network to service the Camelot media account.
Camelot, the operator of The National Lottery, awarded its £40 million planning and buying business to Vizeum last week.The win is the biggest in the agency’s history, ahead of the £34 million 20th Century Fox account it picked up in 2007.
Dentsu Aegis Network divisions that will work with Camelot include the outdoor agency Posterscope, the search specialist iProspect, the measurement and marketing effectiveness unit Data2­Decisions, the investment arm Amplifi and the insight panel Consumer Connections System.
Vizeum landed the account after beating OMD in a final shoot-out. The business was previously shared by OMD, which handled buying, and Havas Media, which worked on planning.
The process managed by Oystercatchers.
Via: MediaWeek