9 Lives: Cat's eye view

This case study details a campaign by 9lives, the American premium pet-food manufacturer, to reboot the brand through an animated character whose presence in a game activated the brand across platforms.

9 Lives: Cat's Eye View

Brand: 9Lives, Big Heart Pet Brands

Agency: EVB

Year: 2015

Campaign summary

EVB agency rebooted 9Lives, Big Heart Pet Brands, a producer, distributor and marketer of premium quality, branded pet products for the US retail market, by offering a completely novel and intimate experience with 9Lives' beloved advertising icon: Morris the Cat.

By way of a digital, choose-your-own-adventure experience called "Cat's Eye View," built for any device, users were able to guide Morris through his day via his custom kitty wearable technology. They could watch and listen as Morris shared his point...

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