| Title | #FOREVERYCAT |
| Brand | MJAU |
| Product/Service | CATFOOD |
| Category |
E01. Social Video |
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Entrant Company
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MOMENTUM Gothenburg, SWEDEN
|
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Advertising Agency
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MOMENTUM Gothenburg, SWEDEN
|
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Media Agency
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CARAT Gothenburg, SWEDEN
|
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Production Company
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AMVISION Gothenburg, SWEDEN
|
Credits
| Markus Näslund |
Momentum Ab |
Creative Director |
| Ann-Sofie Olausson |
Momentum Ab |
Account Director |
| Annsofie Antontic |
Momentum Ab |
Art Director |
| Daniel Wallin |
Momentum Ab |
Copywriter |
| Emelie Pettersson |
Momentum Ab |
Copywriter |
| Katrin Hamp |
Momentum Ab |
Account Manager |
| Dan Holmgren |
Momentum Ab |
Art Director assistant |
| Carl Kamm |
Momentum Ab |
Content Manager |
| Jonas Henoch |
Momentum Ab |
Junior Copywriter |
| Andy Galvez |
Amvision |
Producer |
| Markus Johnson |
Film De Liberté |
Director |
| Anders Eklund |
Film De Liberté |
Producer |
| Carl Rasmussen |
Film De Liberté |
Photographer |
Creative Execution
We created video content for Mjau’s Facebook page that would highlight the issue and encourage discussion. In the video you see a man leaving a cardboard box full of puppies in the woods. When he leaves, a text appears, explaining that no one would to this to dogs. But cats are left to fend for themselves quite often. We posted this to Mjau’s Facebook page and urged people to share the important message using the hashtag #förvarendakatt (#foreverycat).
The campaign was a massive success and resulted in a lot of important discussions. One of Sweden’s biggest online newspapers (nyheter24.se) published a debate article and the issue was discussed in a 10 minute segment on Nyhetsmorgon on channel 4 (one of Sweden’s biggest TV channels), to name a few. Apart from that, the film was shared 13 898 times and reached a total of 927 744 people, with an organic reach of 832 512. We had 268 050 views on Facebook alone. Which means that we, in total, reached almost 1 out of 10 swedes.
Sweden is renowned for its animal rights. The treatment of cats however, is still an issue. People neglect to castrate them, they leave them out in the wild and there are currently 100 000 homeless cats in Sweden.
If you compare the difference between cats and dogs, cats have a significantly lower status in the Swedish society. This was the fundamental idea in the process, how people view dogs contra cats. And we thought that Mjau, as Sweden's biggest cat food manufacturer, should step in and help the cause.