Cat World Domination Day
Client: Hill’s Pet Nutrition
Tags: CONCEPTING, ART DIRECTION, VIDEO, SOCIAL STRATEGY & DESIGN
Ask
Make Cat World Domination Day bigger, better and cattier than ever before. Our organic-only 2024 campaign was a surprising success—so how could we replicate that on a larger scale for 2025?
APPROACH
We created two concepts for this campaign: first, there was Cat Kitten World Domination, an iteration where kittens, using Gen Alpha slang and a natural mastery of social media, would take the helm and launch their own world domination operation.
But what if Hill’s never actually regained control in the first place?
It’d been nearly a full year since a group of shelter cats stole a phone and, with subpar graphic design skills, orchestrated a campaign for world domination. After their failed attempt (see the 2024 video here), Hill’s was safely restored to humans—or was it? A canine whistleblower sounded the alarm, and a conspiracy theory was afoot (apaw?): Hill’s was still run by cats. And they had bigger plans than ever before. Plus, they’d gone pro with their tech skills—it was serious this time. Enter The Cat Conspiracy.
Results
Coming soon.