General Mills is issuing a casting call for real rabbit versions of its 57 year-old Trix Rabbit mascot to communicate a real life commitment to removing artificial flavors and colors from artificial sources from its cereals. The winning rabbit will be featured on its own commemorative, limited-run Trix box in the rabbit’s hometown.

Advertising Agency: McCann, New York, USA
Executive creative directors: James Dawson-Hollis, Bill Wright
Associate creative director: Jared Isle
Art director: Jesse Yowell
Copywriter: Andrew Siegel
Chief production officer: Nathy Aviram
Senior producer: Cindi Blondell
Account group: Amber Greenwalt, Britta Larson, Ben Blaska
Talent specialist: Christie Wenzel
Business manager: Brent Larson
Production company: Humongous Productions
Director: Josh Miller
Edit / Finishing: WAX
Editor: Jason Sager
Lead artist: Mike Grosshandler
Site build: Visual Goodness
Composer: Jon Whitehouse/Kinsey Whitehouse, London
Mix studio: Plush
Engineer: Rob Fielack
VO Casting: Judy Keller