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Hope Jordan, art director
David Canavan, writer
Sarah Barclay/Billy Faraut, creative directors
Jeff Benjamin, executive creative director
Ryan Kutscher/Matt MacDonald, chief creative officers
Final Cut, editor
Kenny King, photographer
Keith Schofield, director
Dan Burt, music
Mustafa Imam/Sergio Lopez, producers
Jen Schockett, project manager
Final Cut/The Mill, post-production companies
Caviar, production company
Amber Music, music company
JWT New York, ad agency
David Greci/Chikako Harada, Energizer/Joseph Klicsu/Kathleen Shanahan, clients

Cat videos have collectively received hundreds of millions of views, cementing cats as the rock stars of the Internet. So when Litter Genie launched its new litter-disposal system, we decided to turn cats into literal rock stars by making cat music videos. We partnered with Amber Music to create original scores that use an array of instruments, from sitars to organs to layered harmonized voices to form complex tracks that explain what Litter Genie is and how it works. We launched the campaign by taking a trip through music history, hitting the most iconic genres, beginning with the late '60s, the psychedelic rock era. We launched 'I Haz a Catnip in Mah Head' using paid media banners and creating a partnership with the Cheezburger Network (the unofficial home of online cats) so fans could make rock stars of their own cats. We then went to the hairspray and leather pants of the '80s with 'I Haz a Pie Row Tek Nik' followed by the new jack swing '90s with 'Me Luvz Mahselfz.' Upon the launch of 'R&B' we gave fans a chance to rap with our leading cat, Walter, and some famous rappers, Big Boi and T-Pain. The campaign received numerous mentions in the press, including the New York Times, Fast Company's Co.Create and many internet humor sites like Funny or Die and Reddit. The videos received millions of views and pet stores and big-box retailers across the United States sold out of Litter Genies.


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