Every so often, 9 Lives runs a charity program to provide food for cats in need. This is a two-part advertisement featuring Maury, the spokes-cat. This particular campaign featured a special video from Maury, and the second part is a simple click-to-site (with tracking links behind the "Watch More" CTA button, of course).
Company:
9 Lives
Industry:
Pet Food
Services:
Multi-step Advertisement
Date:
2016
9 Lives provided pictures of their infamous cat, had branded colors, gradients, typefaces, and more in their visual identity. They wanted a two step campaign -- watch the video, then visit the site. We had to incorporate their established aesthetic into the campaign, which was built responsively with Bootstrap for mobile web. In other words, it could be viewed in portrait and landscape modes on phones, tablets, in a variety of browsers and devices, as well as on a computer screen.
Though they had enough visually to fill the space, they didn't want much ad-libbing outside of that. No extra photography nor unapproved text was allowed, so simplicity was better. We worked within their guidelines, manipulating what they had so the campaign could be viewed on a large full screen down to a small 300x250 standard ad size.
Yes, the advertising campaign worked and the parties involved made money. Also, most importantly, some very hungry cats got some very delicious meals for free because of this campaign. The talented Maury (who has unfortunately crossed the Rainbow Bridge since then) could have sold cat food to a German Shepherd though. So, although I would love to take credit for this successful campaign because of the design, I would be remiss if I didn't mention our feline help.
