The untapped media of Fortune Cats within the majority of shops

across Asia to was utilised to create a relevant message to pet

owners. To highlight the excess weight of a common pet, Hill’s

transformed the highly identifiable Fortune Cat with a gigantic hippo

– an animal commonly understood as obese. All the while, calling out

the need to ‘Bring Your Cat Back’ to label the problem behind this

transformation. The exaggerated metaphor creates a visual tension

which draws the viewer to take a second look – the same action they

need to do with their own pet.

Leveraging on the high volume of Fortune Cats across stores, Hill's swapped out the Fortune Cats with hippos to help amplify the message to store-goers that their pet might be overweight. The sculpture was further supported by tactical outdoor and print to activate pet owners into taking charge of their pet’s health and weight.

In order to make the idea come to life, this Fortune Cat placement in vet offices and pet shops was identified as a media opportunity to attract our audience in a situationally relevant context.

The cat was fattened and transformed into a hippo to help pet owners see pet obesity. To retain the semblance of a Fortune Cat, this rendering kept all sensorial and tactile elements - from gold color, design, texture to the structural fiberglass form.

This creative strategy to transform known pet forms into obese animals

was central, from idea to execution, and ultimately impacted the

media output. The Fortune Cat is used to as a gentle reminder to

take a second look at their own pets’ weight. The proliferation of

Fortune Cats not only created valuable interaction with people but at

the same time brought to brand mission of “to help enrich and

lengthen the special relationship between people and their pets” to

life.