Easter for Bad Bunnies...
Malmaison is one of 15 bespoke buildings with a real back story. The decor, the cocktail list, the menu, all carefully considered, all different. Malmaison is the Easter destination for the more cool, more discerning customer. Easter is an intrinsically un-cool holiday, based entirely around tradition and a cutesy bunny. So how do you make this work for an intrinsically un-cool holiday that’s based entirely around tradition and a cute bunny?
You make the bunny bad. We created an aspirational but mysterious campaign featuring an anonymous, elusive Bad Bunny on location in Malmaison. True to the hotel’s iconoclastic roots, the anti-hero of the campaign is a Bad Bunny – a mysterious rake wearing a white rabbit’s head. He's seen tucking into the restaurant's Sunday Roast (with an extra portion of carrots, of course), smoking a cigar and drinking whiskey in the bar before retiring to a suite where one glimpses a bunny tail awaiting him. The campaign was teased extensively on social media with a film and series of shots revealing weird and wonderful clues of what was to come.
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