Sheba and AMV BBDO highlight the lengths cat owners will go to for their kittens
Cat lovers will do anything for a kitten.
Their charm and adorable mannerisms are hard to resist, and their presence and affection provide benefits for pet parents too. According to a recent survey by the SHEBA brand, nearly 80% of Gen Z pet parents have an improved sense of well-being and fulfilment when owning a kitten. When a kitten turns on its allure, there is no turning back – so much so that one in four cat owners are allergic to cats and still can’t resist, according to the same survey.
Because we know cat parents will do anything for their kitten, the SHEBA brand has expanded its portfolio, now giving cats of all ages what they want.
“We know the power that cats hold over their people,”said Jean-Paul Jansen, vice president marketing, Mars Petcare.“The SHEBA brand puts cats at the heart of everything we do. With the expansion into this new kitten product line, we’re continuing to create premium offerings to build a lifelong bond between cats and their owners from the start.”
To celebrate the brands’ expansion into the kitten life stage, the SHEBA brand is launching a new campaign, led by AMV BBDO, rooted in the insight that one in four cat owners are allergic to cats and still can’t resist. The ad creative spotlights what we all know – that cat parents will do anything for their kittens.
The campaign includes three 15-second films and print ads, showcasing kittens turning on their charms for SHEBA and the enduring love of their parents, PR support and social influencer engagement. The films will run across digital and social media, and the ads will appear across 100 OOH screens near large pharmacies in New York City, speaking to kitten owners as they may be buying products to help manage their allergies, and offering them a discount off of SHEBA products.
AMV BBDO creative partners Polina Zabrodskaya and Andre Sallowicz say,
“This insight confirms that people will do anything for their kitten –
including enduring sneezing, itching, and swelling – all in the name of
love; we wanted to capture this portrait of cat ownership and
celebrate the willingness to give in.”
Client: Mars Pet Nutrition
Campaign title: You’ll Do Anything For a Kitten
Client name: Fernando Silva, Liz Franks, Bernardo Simoes and Corinne Cordell
Creative Agency: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Creative Directors: Polina Zabrodskaya and Andre Sallowicz
Creative Team: Rachel Tweedy and Jamie Chang
Agency Planning Team: Phoebe Fielding, Kerrie Boyes and Lola Neves
Agency Account Team: Alice Lindsay, Richard Mitchell, Poppy Wilson and Laura Balfour
Agency Producer: Lindsay Hughes and Kieran Sadler
Art Producer: Sophie Alliott
Agency Designer: Marion Rossignol and Mario Kerkstra
Media Agency: EssenceMediacom
Production Company: Biscuit Filmworks
Director: Angelo Cerisara
Production Co. Producer: Tom Ford
Editor: Amzek Vladislav
Post-production Company: No. 8
Post-production producer: Glen Percival
Grade: Tim Smith
Audio Post-production: No. 8
Sound designer: George Castle
Photographer: Sam Gregg
Producer: Sylvie Champenois @ Picture Club
PR Agency: Weber Shandwick USD
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