The BlocPartners - Never Comfortable Campaign - Powered by CATS!

THE UNCOMFORTABLE CATS:

Challenge:

The BlocPartners’ motto Never Comfortable is not known to most of its target audience. How do we communicate this to the TG while making the campaign fun and engaging?

Idea:

Dogs are lovely animals. They are loyal, loving, playful and comfortable with whatever they are provided with.

But that’s not the case with cats. You give them the best of luxury and they would still find themselves uncomfortable. Just like us at The BlocPartners, who are Never Comfortable despite doing some of the best work in healthcare advertising.

So why not use the uncomfortable cats to deliver our message?

Campaign Film: 

The film opens on the following super: 

“Meet the masters of all hats.” 

Cut to stock clips of cats in the weirdest of places –

- A ramp (high fashion)

- Military training

- Library or the beach

VO: From flaunting their catwalk (while the ramp videos play) 

Super: CAT-walk 

VO: To preparing themselves for a catastrophe (military training video) 

Super: CAT-astrophe 

VO: To enjoying the simplest things as a means of catharsis. (videos of cats swimming, sleeping on a book or a person’s lap) 

Super: CAT-harsis 

VO: You will find a cat making its mark in every category (showcase clips from the social experiment) 

Super: CAT-egory 

VO: Even in space! (showcase a picture of the cat sent to space by the French) 

VO: This is what we, The BlocPartners aim at doing – CAT-apulting brands to great heights and towards the right audience. We’re Never Comfortable until we do so! 

Come, partner with us, the Masters of Healthcare Advertising. 

We’re just around the “bloc”, across the globe.  ­­