Agency: M&C Saatchi
Author: Amelia Hibbs
Creative Director: Simon Dicketts
Art Directors: Carlos Anuncibay, Max Landrik
Copywriter: Tim Harris
The judges were particularly impressed with the way in which classic
research skills and determination were deployed in equal measures, in
this case to turn an apparently crazy idea into reality.
The creative idea of doing an ad for cats (rather than the
owner-intermediaries) seemed impossible to pull off. But planning helped
creative make it a reality by working with cat psychologists to
understand how cats see and what stimulus they respond to. This learning
is clearly visible in the fresh and interesting creative.
Planning also used this understanding to design a pretest among cats and
identify the opportunity to make a cheeky follow-up ad on cats’
appreciation of the original creative, which helped justify it to the