Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.



How WHISKAS united all cat-addicts and won back peoples love

WHISKAS is the brand that created the market for prepared pet food in Russia. WHISKAS led the market for many years, but as competition intensified, its position came under threat. In order to defend its position and win back the audiences affection, WHISKAS called for all cat lovers to unite and admit their cat-addiction on Russias Cat Day. A Cat-addiction ode, written by Semyon Slepakov, triggered a wave of declarations from people across the country. More than 18 million views and high engagement in the campaign led to growth in the brands market share and a historic high in penetration.

Client: Mars LLC
Agency: BBDO Moscow

Prevent #CATmageddon

In 2016, truth had to stoke outrage to keep driving down teen smoking an on-going challenge because teens dont think or care about tobacco and its consequences. We needed a new way to tell an old story. Armed with the fact: Cats whose owners smoker are 2X likely to get cancer, we set out to make smoking a relevant issue with teens again. Our campaign successfully captured the attention of teens and drastically changed their attitudes towards smoking.

Brand: Truth Initiative
Client: Truth Initiative
Agency: 72andSunny


With just $562K, we tapped into everyones (2nd) biggest annoyance when flying: crying babies. With a single online video, JetBlues FlyBabies turned a cause for despair into a reason for joy. For every baby that cried on our NYC to Long Beach flight, customers enjoyed 25% off a round-trip ticket, turning parental stress and shame into support and love. Launching for Mothers Day, FlyBabies sparked global conversation, earned $1.9MM in media and increased consideration among parents by 15pp to 88%.

Brand: JetBlue Airways
Client: JetBlue Airways
Agency: MullenLowe U.S.

2019_ca_2019_e-165-142_hero_1 Canadian Paralympic Committee The Paralympic Network
2019_ru_2019_1733_hero_1 Lipton Ice Tea Lipton Ice Tea TUSINARUSI
2019_ru_2019_1820_hero_1 Hexoral Hexoral - Sick Extinguisher #1

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