PURINA ONE

PURINAONE.COM/CATS

Cats are misunderstood, even by the people who love them most. That nugget of an idea exploded into the True Nature of Cats for Purina ONE, a brand rooted in science and advanced nutrition. To bring this platform to life, Purina sent a team of in-house experts to South Africa to study the African Wildcat – one of the few remaining wild ancestors to domestic cats. The behaviors the team witnessed in the wild would help to answer the "why?" behind the mysterious behaviors we see in the cats in our homes. Our job was to translate the hard science in ways that were easy for people to grasp. The result? An online home that housed video content from other partner agencies in addition to an extensive library of long-form resources. This content taught people how to interpret their cat's behaviors, set up their home to be more cat friendly, or feed and hydrate in ways that appealed to the feline's instincts. Designs by Peter Petrulo, Stacia Burtis and Grant Wilson. 

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CAT CAFE  BY PURINA ONE

We were part of the meta-agency team that launched the first cat cafe in North America. From the moment Jimmy Fallon cracked a joke in his monologue the night before the open, we knew it was on. Over the course of the weekend, thousands of people waited up to 4 hours to get in, and 215,000 more viewed the livestream. When the dust settled, the event generated over 220 million impressions for the brand, earning coverage in mainstream media outlets like Good Morning America, CNN and the Wall Street Journal, in addition to new media stalwarts such as BuzzFeed, Mashable, Huff Post and Gothamist. And as a sweetener, over 20 cats from the North Shore Animal League found forever homes. 

PURINA ONE CAT JOURNAL

To help people learn what makes their cat tick, we built on online journal to guide their journey of discovery and capture memories along with way. Film by Rikshaw Films.

SOCIAL

We provided strategy, asset creation, editorial content and oversight of Purina ONE Cats across Facebook, Twitter and Pinterest. The brand's Facebook page was home to the most active community in all of Nestle Purina.