Spikes Asia
BBDO JAPAN, Tokyo / MARS JAPAN / 2018
Overview
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Credits
Background
Japan is said to have the longest life expectancy in the world, but human beings are not the only ones living longer in Japan. Cats’ life expectancy has also been increasing. The average lifespan of house cats in Japan is 15.04 years. And more than 40% of cat owners in Japan live with senior cats aged over 7 years. For these reasons, Kal Kan(Whiskas in other countries) which global tagline is "Feed Their Curiosity" made this film to celebrate longevity with the theme of “The bond cultivated between senior cats and their owners”.
Description
Kal Kan(Whiskas in other countries) which global tagline is "Feed Their Curiosity" made this film to celebrate longevity with the theme of “The bond cultivated between senior cats and their owners”. Every September, Japan celebrates “Respect for the Aged Day”, a day where we acknowledge and recognize the contributions and wisdom of the previous generation. We took the opportunity to help Kal Kan raise the awareness of the reality of senior cats and make the most of it to remind people of the care that their aging feline friend needs.
Execution
Ku-chan, 10 years old senior cat, is now living in Northeast Japan. His previous owner, Ono-san is currently living in suburbs Tokyo. It’s been about two years since they had separated from each other. Does Ku-chan still recognize the voice of Ono-san who had spent his childhood with?
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