9 Lives Cat Food - “Cat’s Eye View”

Reintroducing a 1970s spokescat to the internet age. With wearable tech goggles.

Morris the Cat had been 9 Lives' mascot since the '70s - beloved, iconic, and a little overdue for a reintroduction.

Our driving insight was that cats see the world differently than we do.

So we strapped wearable tech goggles to Morris's face and let him show us.

(Please enjoy the outtakes. They are, in my professional opinion, the best part.)

Agency: Evolution Bureau (EVB) in San Francisco (RIP)

Creative Directors: Patrick Maravilla and David Byrd

ECD: Steve Babcock