WRITER & ART DIRECTOR

Wakey wakey

Though the original brief was for a simple competition mechanic on Instagram. The insight was a whole lot richer – cats tend to wake their owners up at around 4AM to hunt, for food or just out of habit.

So we began by running all our ads when we knew we’d get cat owner’s attention – at 4AM in the morning. Beginning with a podcast to lull cat owners gently back to sleep.

The idea went on to spawn a much larger brand campaign with the sole purpose of getting cat owners back to sleep. It went on to win a Grand Prix for innovation and media. The competition did pretty well too.

We then created a set of custom Giphy stickers to help them laugh off the early wakeup calls with friends and family (Used 30,000 times and 1.1 million views in the first month).

Wrapping it all up by giving owners the chance to win a whole year of Sheba by sharing their 4AM stories on Instagram – after all it’s what their cats really wanted.