Take an iconic character, known for creating mischief. Introduce them for the first time ever into the real world, during one of the most stressful times of the day, the commute. What the devil could possibly go wrong?
Client: Purina, Role: As. Creative Director Agency: McCann Worldwide Date: 2017
Ownership of the internet's favourite grin crafter are declining. Life is stressful and having the worry and responsibility of a fluffy companion can feel daunting.
However, cats are the magic fur covered remedy we need more than ever for our stressful lives.
To prove this, we used augmented reality to bring Felix, the iconic cat to life. He reacted in real time, uniquely to each and every individual, delivering personalised experiences with every interaction. With the help of a 40 metre digital billboard, Felix turned Waterloo Station into his playground – delighting stressed and bored commuters with his mischief.
O ver 5 days, Felix ran riot throughout Waterloo Station. His antics were recorded live and streamed over Facebook and Instagram.
Over 20 mini edits were also broadcasted socially to the world, to prove just how much joy a cat can bring, no matter the location or context.
Felix may have escaped into the real world of the station, but nothing was safe from his mischief.
Digital tube and station ads were invaded. We created a selection of fake ads that ran across the entire transport network. Every ad was at the mercy of Felix, as he caused chaos throughout the different media placements.
Webby: Finalist
Creative Circle: 2 Bronze
Drum Creative Award: 4 Gold, 3 Finalists
Campaign Tech Awards: 1 Gold, 2 Finalists