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The cat treat brand Dreamies were spreading its wings and launching on the US market. That demanded PR!
Director Tom Hooper had a Cats the Musical coming in cinemas. And even months before the premiere in December we could tell it would the talk of the town.
So we thought about it and came to the insight that CATS is a musical where people play cats. Perhaps it would be fun to turn on its head.
HUMANS – a 5 min. musical filmed in true Tom Hooper fashion where cats would play humans.
On the day of the CATS premiere we’d have one of our own in a cinema nearby, but we’d only show it to cats. And instead of popcorn we’d serve them Temptations treats.
There would be 3 acts, songs with meowing in, teaser trailers and posters that we’d hang in tactical places around New York where real cats would see them.
Creatives Jacob Grandt & Jakob Jensen
Creative Director Richard Brim