Brand invention agency Humanaut has partnered with PetSafe ® for a follow-up to 2016’s Catspiracy campaign to promote the ScoopFree Self-Cleaning Litter Box. The hands-free device is so effective at keeping litter boxes fresh and clean that the cats of the world are convinced it is proof of a global conspiracy wherein humans harvest cat poo for profit. The campaign launched online (YouTube, Facebook).
Catspiracy 2.0 picks up where the original campaign left off. With nearly 3 million views on YouTube, the video’s tagline summarizes the product from the kitties’ point of view: “ScoopFree: A high-tech robot machine that harvests your cat’s poop so you can sell it on the black turd market and make billions or even millions.”
In a new 15-second spot, a nervous feline narrator directs viewers to “Get the facts at Catspiracy.com.” In 30 and 90-second versions, the tabby and his paranoid pals expound upon their theories. Among them: Area 51 might actually be a real-life Area No. 2, the moon (aka “The Night Ball”) is likely a giant sub-zero storage facility for poo, and aliens are probably in on it, too.
Film advertisement created by Humanaut, United States for PetSafe, within the category: Pets.
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Senior Integrated Producer: Tommy Wilson
Director of Content: Dan Jacobs
Account Supervisor: Michelle Sturgis
Creative Directors / Copywriters: Andy Pearson, Liza Behles
Copywriters: David Littlejohn, Alana Questell
Designer: Carrie Warren
Design Director: Stephanie Gelabert
Production Company: Humanaut Productions
Director: Dan Jacobs
Producer: Tommy Wilson
Associate Producer: Caroline Jewell
DoP: Sean Webley
Post Production: Fancy Rhino
Post Producer: Katie Nelson
Lead Editor: Kyler Potter
Assistant Editors: Tyler Beasley, Matt Hadley
Colorist: Matt Hadley