Thai cat food brand, Pramy, has been listening to its social channels. Through these came a piece of understanding that triggered the brand’s new campaign by Wolk BKK and Factory01.

Cat parents, especially of the many stray cats adopted in Thailand, go to such lengths to care for their cats because they never see them as just cats, but as people, each with a personality of their own.

So Wolk BKK and director, Wuthisak Anarnkaporn, turned familiar cat behaviours into unexpected human ones – a woman constantly getting between a couple, two men entering a bathroom just to sit and watch a woman, and another woman sitting on top of a fridge and casually knocking things off. What seems at first like strange human behaviour is eventually revealed to be something much more familiar. These characters are actually cats, seen through the eyes of their owners.

After each cat is revealed, the film returns to each cat’s beginning story, showing where they were first found, their name and personality, before showing how each stray has grown into a beloved member of the family with a character entirely their own.

The campaign underlines Pramy’s range of more than 100 products with a variety of recipes designed to meet the individual needs of each cat.

Credits:

Client: PRAMY
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
Copywriters: Greepol Boonsrangsom, Pimpisa Rattanawong
Managing Director: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Manager: Thananya Piyacharoenwattana
Project Manager: Chanoknan Wongwises

Production Company: Factory01
Film Director: Wuthisak Anarnkaporn
Executive Producer: Rungtawan Nanthasaen,
Producers: Rungtawan Nanthasaen, Sawanya Jumchart
Director of Photography: Abhisit Prasongsup
Assistant Director: Mattanee Uajarernsup, Chaninart Chehom
Production Manager: Boonsita Limprasert
Art Director: Wanlop Plumsee
Co-Art Director: Phurinut Stamp Ajana
Casting: Pornthip Mutisom
Stylist: Thida Rosthip
Assistant Stylist: Kanokporn rabiebnaveenurak
Location Manager: Uthit Boonsoemkhanit
Post Producer: Wipawee Khirirat
Editor: Chaleamchon Natipat

Post Production: One Cool Production
Post Production Supervisor: Therdsak Buapian
Flame Artist: Nantachai Samaphutti
Assistant Flame Artist: Danai Payattapong
Colourist: Tuchtram Thientawach
Colour Assistant: Natdanai Visuma
VFX: Sompon Kadsanith

Sound: MellowTunes
Sound Producer: Nattakarn Boonthanom
Sound Engineer: Artit Vongmetta