Truth // Catmageddon

BRAND MATCHMAKING

After uncovering a surprising fact that cats are twice as likely to get cancer if their owner smokes we began a partnership between Truth and PetCo, to promote pet wellness and awareness of the fact through a truth branded product given away free in stores.   The giveaway was timed with the release of our Catmageddon video which launched on the Grammy’s and tasked the world, along with some "catfluencers™" like Hamilton the Hipster, Venus Two-Faced Kitty and Sam Has Eyebrows, to help save cat videos. 

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The video earned over 16 Million views on-line and over 25 million social earn media impressions in the first 24 hours from launch.