FREEZE THE MOMENT
Blue Bunny wanted to earn freezer space with a new generation of young families. But to win today, the brand needed more than just recognition; it needed emotional relevance. To accomplish this, we reimagined their mascot, Blu, from a supporting brand asset into an iconic character people could know and love. We then reintroduced him through Freeze the Moment, a campaign that repositioned Blue Bunny as the frozen treat that brings families together and turns everyday moments into opportunities for connection.
Agency: Digitas / Executive Creative Director: Nat Resende / SVP Creative Director: Candice Hellens / Creative Director: Bobby O’Neill / ACD Art Director: Summers Ford & Heather Barnes / ACD Copywriter: Joanna Stubbins & Jennifer Bills / Producer: Cassie Cooper
OUT WITH THE OLD. IN WITH THE NEW BLU.
The most recent iteration of Blu was a hyper-realistic rabbit with blue-tinted fur. This campaign launch gave us the opportunity to reimagine and redesign him from the ground up.
Our task: create a character that appeals to both adults and kids alike, and sets Blue Bunny apart in the frozen treats category for years to come.
REIMAGINING BLU
We defined the character traits that would make Blu feel more expressive, relatable and distinct. Then we brought them to life through his redesign.
We explored a wide range of shapes and animation styles, refining the directions that created the strongest emotional connection until we landed on the final Blu.
After several rounds of development and 3D animation, the new Blu was ready for his big debut.
THE campaign
Freeze the Moment marked a pivotal shift in Blue Bunny’s brand strategy, repositioning it as the frozen treat that helps families slow down, share a moment and make everyday feel a little more special.