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.
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