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Playboy is embarking on its Rock The Rabbit programme for a second year with sponsorship from Jack Daniel’s. Playboy has asked 20 musicians – including Iggy Pop, Hot Chip, New Young Pony Club, Jamie T, Daft Punk, The Shins and Duran Duran – to design a custom line of limited edition T-shirts and to place their own personal stamp on the rabbit head brand and logo. Six of the artists and bands contributing will also be captured by legendary rock ‘n’ roll photographer Mick Rock for a shoot in Playboy’s March issue.

Playboy will offer the limited-edition Rock The Rabbit custom designed T-shirt line to consumers at select Bloomingdale’s stores nationwide. The original prototype tees will be auctioned off with proceeds going to Rock The Vote, plus Jack Daniel’s will host a party at SXSW to celebrate the project.

Faced with a drop in advertising revenue, Playboy has managed to leverage its iconic logo into some fairly mainstream products – even making it onto children’s pencil cases. As the Internet increasingly sidelines publishing, the all-important logo takes centre stage. New branded products about to hit the market will include a range of toiletries for men. This campaign, however, sees them fully embracing the rock ‘n’ roll lifestyle by aligning themselves with a
broad cut of musical influences.

“These credible music pairings remove the dated association of Hugh Hefner charging round his estate on a golf cart (in a smoking jacket with three blondes in tow). Playboy is looking a little old and music can inject
much-needed youth here.”
Giles Fitzgerald, Deputy Editor, Five Eight

www.playboy.com