Things have gone a bit ‘reefer madness’ over at JWT New York. They’ve launched a digital push for cat litter brand Litter Genie, and the campaign’s opening film is decidedly hallucinogenic. The effort breaks with ‘Psychedelic’, a music video that takes viewers on a catnip trip back the swinging ‘60s.
The campaign for the cat litter disposal system will also include a microsite, named Pic of the Litter, which will feature on the Cheezburger network. Tapping into the internet obsession with all things feline, the site will house the music videos and allow users to upload photos and dress their cats in outfits inspired by the campaign’s digital shorts.
A second music video will debut later in October, with a third following in February.
The online videos were shot by Keith Schofield, the director behind ‘The Bark Side
’ for Volkswagen and the Duck Sauce ‘Big Bad Wolf’ promo. JWT is Litter Genie’s digital agency and Caviar Content produced the videos.
Agency: JWT New York
Executive Creative Director: Sarah Barclay
Creative Director: Billy Faraut
Art Director: Hope Jordan
Copywriter: David Canavan
Planner: Mariam Dilawari
Head of Production: Sergio Lopez
Senior Producer: Mustafa Imam
Director of Music: Dan Burt
Project Manager: Jen Schockett
Account Team: Claire Capeci, Ariel Stern, Vanessa Reid, Amy Achenbaum
Chief Creative Officer, North America: Jeff Benjamin
Co-Chief Creative Officers, New York: Matt MacDonald & Ryan Kutscher
Client Team: Chikako Harada, David Greci, Kathleen Shanahan, Joseph Klicsu
Director: Keith Schofield
Production Company: Caviar, LA
Post-Production: Final Cut, NY & The Mill, NY.
Editing House: Final Cut, NY.
Music House: Amber Music
Media Agency: MEC