Meowtopia Halloween Festival Campaign - Two Visual Directions

Meowtopia is a conceptual Halloween festival created to celebrate cats while supporting a meaningful cause: rescuing stray cats before the winter season.

Taking place in October, just before winter begins, Meowtopia combines the playful spirit of Halloween with social responsibility. The festival invites people to attend with their cats, dressed in cute and creative costumes, and participate in themed competitions, activities, and experiences. All proceeds and donations collected during the festival are dedicated to rescuing, sheltering, and protecting stray cats from harsh winter conditions.

The campaign explores two distinct visual directions to reflect different emotional tones of the same festival:

Visual Direction 01:

This direction features four main cat characters that act as the official mascots of Meowtopia. Designed in a colorful, friendly, and playful style, the mascots create an immediate emotional connection with the audience. This approach targets families, young adults, and cat lovers, emphasizing joy, community, and the celebratory nature of the festival.

Visual Direction 02:

The second direction takes a darker, more mysterious approach inspired by Halloween aesthetics. Without relying on specific mascots, this version focuses on atmosphere, shadows, and spooky elements to evoke curiosity and intrigue. It highlights the seasonal theme of Halloween while subtly reinforcing the urgency of helping stray cats before winter arrives.

Together, both visual directions demonstrate how a single campaign can adapt its tone while maintaining a consistent message and purpose. Meowtopia is not just a festival—it is a call to celebrate, participate, and make a real impact for animals in need.