It worked for Pedigree in 2015 and now AMV BBDO is banking on its working for Mars Petcare sibling brand, Sheba. The partners have launched a three-part documentary series, The Cats That Rule the World, which explores the bond between cats and their owners and shows how a cat can help people battle depression, loneliness and PTSD.
The first documentary features a cat training program in Washington in which stray and feral cats are assigned to prisoner participating in the program. The prisoners’ job is to socialise the animals and monitor health issues before they are put up for adoption.
The second film features Iraq War veteran, Jordan, and his cat, Izzy, who helped him heal when he returned home.
The third film follows adventurer, Sandra, and her cat, Denali, and their exploits (Denali, from a backpack).
“The Sheba brand understands the value of a cat’s bond with their human companion. We wanted to create interesting content that highlights the real power cats have over people,” stated Craig Neely, vice president of marketing at Mars Petcare.
The films were directed by documentary director and producer, Geoffrey O’Connor.
“Leveraging Geoffrey’s creative ability to explore various subcultures around the globe, and with the guidance of the Humane Society, this series allows us to tell a larger story behind the phrase ‘cats that rule the world’,” Neely added.