As we prepared for the project, we immediately knew we would be crafting unconventional ideas for an FMCG product. The company’s name, (UN)ORDINARY, which strongly reflects the brand’s character, also defined our approach to execution. We decided to bring the main character of the (UN)ORDINARY brand to life and create a real-world persona for it and casting it in a leading role. Its behavior is unordinary and goes beyond the usual paths. We won’t hear it discussing flavor profiles or organic oats. The rabbit doesn’t seek anyone’s approval, it roams the city, taking over various locations and cafes where it leaves (UN)ORDINARY Barista Oat Drink. It knows that its unprecedented behavior will make the first sip of (UN)ORDINARY unforgettable.