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Client: Cats Protection
Project: Gifts in Wills
Media: TV, social media, direct mail, press, email, website
Scope: Strategy, creative direction, copywriting, art direction


Nearly half of all donations to Cats Protection are through gifts in Wills, so the power of legacy giving is plain to see. Thankfully, it's no longer seen as a sombre, or even taboo subject, so we set about landing a new, joyous proposition with (c)attitude – Keep Them Purring.

This 60-second TV ad was written with Roger McGough's lovely poetic lilt in mind, so we were thrilled when he said 'yes' to scampering into the voiceover booth.

With the welfare of our featured cats front of mind, this ad was created through a groundbreaking VGC approach – commissioning a network of videographers to film their own cats in their own environment. This gave us a rich mix of fantastic felines living their best lives – scampering, pampering, nuzzling and puzzling. The film was produced by Chris Gane and Tom Ashton at Vince, and edited by Jake Wynne.

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