Adoption Catsting

The idea stemmed from a very simple premise: to form a bond with a cat, you first have to give yourself the chance to get to know it.
That’s why the brand took this concept into the world of advertising in a different way. Instead of holding a traditional casting call to find the stars of its next advert, the brand invited people to take part in what they thought was a casting call. On arrival, participants were invited to meet and spend time with various cats, interacting with them naturally whilst being observed by the production team.
Every interaction, every approach and every moment shared between the people and the cats was recorded to showcase something that cannot be scripted: the connection that can emerge when we simply give ourselves the chance to get close to them.

Through this initiative, the brand aims to promote cat adoption and encourage more people to take that first step: getting to know a cat and discovering that a lifelong bond can be formed.