15 SEC YOUTUBE SPOT
How do we help Purina cat food raise cat ownership amongst guys? By de-pussifying cats that's how.
The videos direct the viewer to a site where they can browse breeds by traits, such as agility, cunning, and camouflaging.
SPCA INTERACTIVE HUNTING PRACTICE
A feature of the site, "hunting practice", allows users to remotely play with cats via a laser pointer mounted at a local SPCA that is connected to the movements of the users mouse, further emphasizing the cat's killer instinct.
We made a "Cat Handling Guide" to be distributed via magazine inserts and SPCA handouts, further educating the public and opening their eyes to the true nature of the cat.
Birds landing near the top of the sign trigger a sensor that causes the cat to swipe, again demonstrating the wildness of the cat.
We created new packaging constructed like charcoal bags for a new line called Purina Wild.