In collaboration with Rainn Wilson’s content-creation/engagement project, SoulPancake, Tidy Cats staged an experiential stunt in Los Angeles aimed at relieving worry and anxiety through kitten-enhanced therapy.
Stressed-out participants were invited into a glass room with a grass floor, guided through a cat-themed audio meditation, and when they opened their eyes – kittens! Onlookers watched in awe as hoards of kittens tumbled over consumers (and themselves) while playing with Tidy Cats branded toys. On strategy with much of SoulPancake’s content, the activation and video succeeded in generating heartwarming, sharable content for the brand.