The Brief: There are plenty of cat videos on the internet so how can you create something for one of the worlds biggest pet food brands that engages directly with cat lovers more than a viral ever could?

The solution:  Inspired by customer submitted photos of cats ravaging their Temptations packets, our very own Josh Hine found out what happens when you let 15 cats loose in a studio with a bunch of treats. The result was pretty wild!

Why it Mattr’d: The film encouraged cat lovers to share their stories and photos via the hashtag #PackAttack on a microsite. The hero film was repurposed for online, pre-roll and TV spots globally and as much as we hate the word went 'Viral' (as all cat videos do!) Not to brag but it did pretty well on the awards too...

Silver Winner - Cannes Lions Press Award
Silver Winner - Campaign Big Awards
Graphite Pencil Winner - D&AD


Campaign Magazine

The Drum



Director: Josh Hine
Agency: Adam&Eve DDB
Production Company: Blink
Creatives: Frances Leach & Christopher Bowsher
Producer: Katy MacGregor
1st AD: Claire Littler
DOP: Frank Madone
Movi Op: Josh Brooks
Focus Puller: Milos Moore
Focus Puller: Ewan Sadler
DIT/BTS Stills: Tom Gilfillan
2ND Camera: Ralph Matthews
Cat Trainer: Charlotte Wilde
Photographer: Ryan Hopkinson
Art Dept: Kyle Bean
Song: Los Saicos - Demolicion