It was an interesting challenge to tell a modern day sequel to such a traditional and well loved fable. The fact that the central character is the anti-hero and we don’t reveal the real hero and the key Ikea product until the final part of the film required confidence and belief in our storytelling by the agency and client. It would have been so easy to keep cutting away to a sleeping tortoise to show more product.

The film walks a very fine line, where the viewer both loves and sympathises with the Hare, despite him being the master of his own downfall.