Amazon - Sorry, Cats

..that time Amazon reduced its packaging and we had to break the news to cats.

Amazon was making its deliveries more sustainable: fewer boxes, less waste, better for the planet. A genuinely good thing. But good news for the world isn't always a great brief. So we asked a different question: if Amazon wins, who loses?

Cats. Obviously.

Anyone who's ever watched a cat ignore an expensive gift and spend three hours in the cardboard box knows the truth: cats are obsessed with Amazon packaging. We found a massive, global online community of people documenting exactly this. And we built the whole campaign around it.

Sorry, Cats launched as a heartfelt apology — from Amazon, to cats everywhere — for reducing the boxes they love so much. We turned a 2-day shoot into 75 fit-for-feed videos localised for audiences across 9 global markets. Then in phase two, the cats fought back: we produced two original cat-voiced tracks — a 90s rap and a country tune — built to go native on social and invite audiences to duet with their own disgruntled cats.

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