Amazon - Sorry, Cats

INSIGHT
Cats love boxes. Amazon was about to ruin their day.

IDEA
Amazon was reducing plastic packaging. Great for the planet. Devastating for cats.So we apologised to them.

Sorry, Cats turned a sustainability update into a charming social campaign, using the internet’s favourite packaging obsessives as the way in. Instead of talking about operational change like a corporate announcement, we made it feel funny, emotional and instantly understandable.

RESULTS
40M+ impressions across EU and APAC. Ad recall up 19 points. 9 markets. One very good insight.

The campaign successful - so much so that next year we passed the mic over to the cats…quite literally.