‘Hooman’, if you are like the majority of internet users, you probably find it ‘impawssible’ not to love cats. These furry irresistible pets are known for being quite independent creatures. And just when it seemed that our feline companions couldn’t care less, they surprised Homo Sapiens with a theory that (sort of) explains all the passion we carry out for them. Within the Felidae family, rumor has it that people love kitties because of an interesting secret.
Some felines became suspicious when they realized that no human has fun when collecting cat excrements. Logically, there must be a reason for that. So, they did a bit of brainstorming and used the “crap collection” as a starting point.
Then, the cats contacted Humanaut agency and PetSafe to document their surprising discovery. The cats finally hit humankind with one of the greatest conspiracy theories ever created: the “Catspiracy 2: Digging Deeper into the ScoopFree Poop Harvesting Machine.”
According to the skeptical felines, humans gather cat waste for a specific purpose. Their research shows that they use cats’ feces to make money. From the furry fellows’ perspective, this is the only hypothesis that perfectly explains why humankind invented the ScoopFree® Self-Cleaning Litter Boxes. So, stop right ‘meaw’ what you are doing and listen to the amazing theory outlined by the powerful feline conspirators.
The idea that people use the ScoopFree Litter Box to collect cat crap and make some profit from it is not entirely new. The theory that drives felines crazy dates back to a 2016 philosophic paper, which had a profound impact upon people all over the globe.
The visual essay titled “Catspiracy: The ScoopFree Poop Harvesting Machine” went viral and gathered almost 3 million views on YouTube, marking a key moment in the cats’ long history.
Being one of the first adopters of the Catspiracy, the Chattanooga-based agency helped cats to spread the truth online via a website that hosts all of their conspiracy theories.
The online portal is the real definition of kitsch, but in a good way. The creatives succeeded in combining images and videos of the “unofficial mascots of the internet” with a series of conspiracy motifs — two topics that represent some of the internet’s most beloved themes.
The site’s content keeps getting better: there are warning signs about the discoveries almost everywhere, cats sharing their thoughts, and even an explanation about the real message hidden in the “logo of the maniacal company.”
But wait, there’s more: the marketing side of the whole website is embellished with a series of gifs which were made using the same ridiculous design concept that perfectly mimics those annoying teleshopping ads.
In addition to the videos and the website, the agency created a series of Catspiracy-themed digital resources which include social media posts, creative images, and email assets. Also, to reach a wider audience, the brand joined forces with some online influencers, such as @White_Coffee_Cat, who helps the kitties share their discovery.
Tina Ingersoll, Waste Management Marketing Specialist at PetSafe said that the company is aware of the fact that “cat owners are really tuned into what’s trending on the internet and in social media — especially when it involves cats.” She also adds that the campaign was born to “catch the interest of cat owners with a comical and shareable video, and drive them to want to know more about ScoopFree Self-Cleaning Litter Boxes.” It’s time to:
Credits:
Client: PetSafe
Agency: Humanaut