Natusan

The Brief

Natusan is a subscription start-up in a crowded cat litter market. As a sustainable, biodegradable product, they challenged us to whip up a feline frenzy over it’s eco-friendly litter and drive mass consideration with a target of 10k sign ups in just three months. Educating consumers about waste and methods to reduce their pets’ carbon paw-print was the key to success.

Action

Taking conceptual cues from notable nude celebrity ad campaigns we created the #PAWS4THOUGHT campaign. Scouring Instagram we cast 12 hairless Sphynx and Bambino models from around the globe as cheeky pin-ups who each represented a different month of the year. With a tiny budget, we produced the Cats Combat Climate Change ‘naked’ cat calendar - full of fun, furless felines who had already ‘stripped bare’ for the campaign.