The BREEZE litter system replaces traditional clay litter with pellets, making it cleaner, easier and less stinky to care for cats. But getting rid of clay means creative cats everywhere are trading an artistic identity for nostalgia.
Print, Digital, OOH (spec)
(copy, art, and concept done by me)
Print
Copy reads: Your cat is an artist in the litter box. Turn her beret to the BREEZE litter system and experience superior odor control and mess-free cleanup. Our cat-friendly Litter Pellets are 99% dust free, helping keep cats healthier. Why should any cat have to suffer for their art?
Carry on, little artist. Create beyond the clay.
Digital
We share the BREEZE system so more #catlove images can be posted than #catmess.
Copy reads: Kitty's in the zone. Litter's creatively kicked. And you step in it all day. Inspire mess-free "art" with the BREEZE system.
Instagram contest: We’re getting people talking about BREEZE on Instagram by encouraging cat owners to share photos of their litter messes. What’s their solution? BREEZE, of course.
OOH
Interactive bus stop ads: Touch screens put an artistic twist on forming messy clay into BREEZE litter systems. When the digital paint brush is selected, the copy and logo change. As the screen is "painted" over, the image changes from old to new.
Altruism: BREEZE gives back by cleaning up messy litter everywhere. Cities get beautified by organizing “Litter Cleanup” days in conjunction with neighborhood outreach programs. Social media is used to spread the word and gain volunteers.
