RSPCA – CAT BALLADS

PSA  |  SOCIAL

Australians have a strong affinity for cats, but unfortunately, not all of us are providing them with proper care. Each year, 35,000 cats end up in RSPCA shelters in New South Wales, and sadly, most of them are euthanized. The reality is that cats are vulnerable creatures who rely on us more than we may realize. It is crucial to give them a voice to raise awareness about the issue and ensure their safety.

To address this, we created an album featuring our cats singing epic love ballads dedicated to their owners. Later, we remixed our lead single, titled "I Need You More Than You Need Me," with sounds that specifically appeal to a cat's ears and help them feel calm while indoors. This special edition was named 'Side C.'

We launched our 'Cat Ballads' album with two music videos—one tailored for human viewers and another specifically designed for cats. Additionally, our website featured a 'Cat Mode' with colors scientifically proven by a professor at Stanford University to promote a sense of calmness in our feline companions.

AGENCY: Saatchi & Saatchi Australia
ECD: Sesh Moodley
CDS: Flavio Fonseca & Piero Ruzzene
CREATIVES: Phil Harkness & Jack Wall

PRODUCTION: Goodoil Films
DIRECTOR: Stuart Bowen
MUSIC PRODUCTION: Squeak E. Clean