4/8 could be read as “Sheba” day in Japanese. To commemorate that day, Sheba asked owners to submit images of their beloved cat’s gaze via Instagram and Twitter in the first campaign. 48 cats were selected, and were featured in the web advertisement for Sheba and received Sheba cat food assortments.
The second campaign asked owners to submit the same content. What differed this time was that every day, Sheba selected ten cats with the most impressive gaze, and sent out a response to the owners containing an image and video of their cats with the hypnosis edit (like the image above) with an individualized congratulatory message.
Great work to all the BBDO family involved!
Account Executive: Ayami Morita, Hidemi Akimoto
Strategic Planning: Aisha Takashima
Engagement Planning: Shuhei Ishikawa, Akie Suzuki
Creative: Haruko Kuzuya, Kana Kikuchi,
Creative Service: Ayumi Onobu, Ryunosuke Funakoshiya, Arika Ishikawa