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Creative

SHEBA Celebrates National Cat Day with Campaign Highlighting Their Nocturnal Nature

AMV BBDO and BBDO New York collaborated with the cat food brand to help owners drift gently back to sleep with the help of its new podcast

SHEBA Celebrates National Cat Day with Campaign Highlighting Their Nocturnal Nature

For National Cat Day, the SHEBA cat food brand partnered with AMV BBDO and BBDO New York to launch #4AMStories campaign in solidarity with cat owners everywhere who know what it’s like to get woken up in the early morning hours by their feline friends.

All cat parents have to cope with that 4AM feline alarm clock at some point, but what they might not know is that cats are crepuscular creatures and are more active in the evening and nighttime hours. It’s their instinctual urge to wake their owners up by hunting, playing and feeding in the middle of the night. All they really need is some SHEBA to satisfy those nocturnal cravings.

SHEBA wants to connect with cat owners in this moment of need and provide them with the 'SHEBA Presents the 4am Stories Podcast', which is hosted by Spotify, to help owners drift gently back to sleep thanks to a story performed by Doctor Dillon, AKA folk musician Steve Dan Mills.


The brand is running ads at 4am on Instagram and Facebook that encourage cat owners to share their own #4AMStories for a chance to win free SHEBA. The campaign will be supported by featured content on the website, organic and paid social content from the brand’s Instagram channel, custom content from cat influencers, a BuzzFeed homepage takeover today and SHEBA-branded Instagram GIFs.
Cat owners can share their #4AMStories on Instagram now through 19th November. Winners will be announced in late November.

Featured Companies: BBDO New York

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Client

Client: SHEBA

AGENCY

Agency: AMV BBDO / BBDO New York

CREATIVE DIRECTORS: Jay Phillip, Neil Clarke

COPYWRITER: Zak Loney

ART DIRECTOR: Zak Loney

PLANNERS: Emily Brydon, Brian Williamson

ACCOUNT DIRECTOR: Matt Henry

ACCOUNT EXECUTIVE: Ella Fanshawe

PRODUCER: Michelle Walton

Media agency

Media agency: MediaCom

PR AGENCY

PR agency: Weber Shandwick

Digital Agency

DIGITAL AGENCY: Barefoot Proximity

Category: Home , Pet Supplies