FRESH STEP
THE TASK: This brief was pretty straight-forward — solve a real problem by coming up with something that can win a Cannes Lion. About cats.
IDEA 1
THE PROBLEM:
In the US, anxiety disorders are the most common mental illness — affecting 40 million adults. That’s over 18% of the population! Contributing to anxiety is stress, depression and physical health. And while there are hundreds of pills we can throw at the problem, we’ve tapped into a natural solution you’d never expect.
PURR POWER
In recent studies, it has been shown that the frequency vibrations of a cat’s purr have positive effects on a human’s overall health by reducing stress, boosting mood and promoting physical healing.
By combining this knowledge with innovations in technology, we’re going to create a detector on your cat’s collar that wirelessly connects to a smart bracelet on your wrist.
Whenever your cat purrs, the detector will trigger your bracelet to vibrate at the exact same time with the exact same frequency. Not only is this a great way to harness and deliver “Purr Power”, it’s a way to connect owners to their cats like never before.
IDEA 2
THE PROBLEM:
Used cat litter has the reputation of being smelly, dirty and gross. But we want to show cat owners that Fresh Step kitty litter stays smelling so clean, that whether it’s been used or not — you’d never know the difference.
SO FRESH,
YOU’D USE IT AGAIN
Crazy cat lovers do crazy things. How crazy? Let’s find out. We’re going to have famous cats use Fresh Step cat litter and then auction it off online. We’ll see just how much people are willing to pay for the used litter, and then donate the bid money to cat shelters in need.
Not only will this create a great PR headline, it’ll speak to just how fresh and odorless our litter really is.