Ad agency Looney Advertising has created a regional campaign for Gelazzi Italiano Cafés, a West-coast chain of Gelato cafés using lprint, outdoor, in-store and guerilla to promote its annual "Chocolism" event. Print ads launched over Easter weekend and follow the now familiar suicide trend [1]. For the guerilla portion of the campaign, chocolate bunnies will be picketing local restaurants, websites will encourage consumers to "Save the Bunny" from Gelazzi's creations, suicidal bunnies will be strategically placed throughout cities, and "Chocolism Theatre," a traveling theatre group, will perform in public spaces starring the chocolate bunny.
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