Cats are twice as likely to get cancer if their owner smokes. Less Cats = Less Cat Videos. There are over 1.1 million cat channels on YouTube, making secondhand smoke and the tobacco epidemic a threat to the future of the Internet as we know it. So on the night of the Grammy's we launched our broadcast spot and rallied teens to prevent #CATmageddon.
Winner: 2017 Effie Gold & silver
Aaaron's Animals: mOST EPIC CAT VIDEO
We partnered with some of the biggest cats on the internet to spread awareness and asked our viewers to retweet our video to unlock "the most epic cat video ever" - a custom video created exclusively for the campaign by YouTube Arrron's Animals. It took only two days to reach our retweet goal and the video gained over 4 million views in the first 24 hours alone.
CAT DICK MYSTERIES
We partnered with Adult Swim to create the first ever micro series - a 5 part murder mystery that debuted during late night TV programming called Cat Dick Mysteries. The series starred a cat detective named Cat Dick and his side partner Lucky Dog who are hired to track down missing kitty web celebs.
TWITCH LIVE STREAM "goNE kiTTY gone"
On #NationalPetDay, we hosted the first-ever gamified livestream to show – not just tell – gamers how smoking affects one of the things they care about most: their pets. During a 4 hour livestream event viewers voted on which toys to add to the kitten's play pin, what names each kitten would be called, and wether or not to save kittens from smoking related "death."
Winner: 2016 Digiday Award: Best Live Moment
We partnered with National retailer Petco to design and create truth swag for cats and dogs available for free at 1400 stores nationwide.
Celebrities stopped by our experience at the Grammys Lounge, where they got swag for their pets and learned about the dangers of smoking.
Allergic to cats? Smoking kills dogs too. Now no one has an excuse.
Grammys CUSTOM CONTENT
We created a ton of custom gifs and celebrity cats to live tweet to our fans during the Grammys launch.