Digital campaign from BBDO Moscow puts a furry twist on the thriller genre for an unexpected Valentine’s Day film
We all want to show our warm attitude to the ones we love, especially on Valentine’s Day, but we totally forget about our beloved cats. Sheba and BBDO Moscow decided to change this unfair situation and rush into the holiday to remind you to get a gift for your pet.
The brand and agency launches the ‘Thriller’ digital campaign that parodies the genre and takes an unconventional approach to seasonal activations. Most brands choose the traditional way to speak with their audience on holidays. Sheba opts out of the ‘sweet’ communication and has turned it into an ironic campaign that makes people smile when they find out the brand behind it.
Alena Ivanova, creative group head, BBDO Moscow said: “All people prepare presents for each other on holidays and completely forget about cats. We wanted to fix that and chose an unusual approach. As you know, many premium brands have barely distinguishable communication with customers on holidays. We decided to change the rules and came up with the idea of a thriller that happened on Valentine's Day. The campaign goal was to remind cat owners about presents for pets to save the occasion.”
The campaign includes online video, banners, promotional posts in social networks, on the brand's website and on YouTube. There is also a surprise for cat owners on Valentine’s Day: sentimental and cute pictures have been hacked by a mesmerising cat that leaves you powerless.
Anna Kulagina, senior brand manager, Mars Russia said: “We chose Valentine’s Day as another opportunity for cat parents to make their beloved pets happy and bond with them. Our goal was to tell the audience an extraordinary story about courage. ‘Thriller’ is created within ‘Resistance Is Futile’, our brand platform. The campaign reasserts that cats are truly special creatures who get what they want from us. And they want Sheba.”