AGENCY
AKQA
Jennifer Zimmerman, Global Chief Strategy Officer
Hannah Rand, Art Director
Ned Crowley, Chief Creative Officer
Laura Lapham, Copywriter
Lindsay Orlov, Sr. Digital Producer
Marianne Besch, Executive Creative Director
Peter Geary, Managing Director
Kate Walters, Executive Planning Director
Ryan Utter, Senior Strategist
Kevin Thomson, Group Creative Director
Kirstie Chapman, Account Executive
Alyssa Collis, Associate Creative Director
Mark Tobin, Executive Producer
Pepper Kavaney, Account Director
Jill Greenberg, Freelance Photographer
OMD
TPN Retail
Purple Door Communications
SUMMARY
In a cat litter market plagued by overpromises, we had to persuade skeptical pet parents that Fresh Step's new product innovation, Clean Paws, was the first low-tracking litter solution that actually worked. To earn their trust, we found a unique creative vehicle to bring to life our product benefit, expressed through a 360-degree campaign that created emotional appeal as well as rational believability. With this idea, Fresh Step Clean Paws became the #1 new product in the litter category based on sales in 2018.
