Purina Cat Chow : Cats As Therapy Project
New York City Launch Event
Creative Strategy and Design Direction
With Gen Z Student’s increasing dependency on screentime and doomscrolling, a large percent of the demoagraphic say they have “an unhealthy realationship with their phone” resulting in negative impacts on their mental health and productivity*.
In tribute to World Mental Heath Day, Purina Cat Chow launched the Cats As Therapy Project to highlight the brand’s ongoing partneship with Pet Parnters to bring Cat Therapy Sessions to streesed out students in Manhattan.
Fly-Thru Animation
Concept Art Renderings
Event Phototgraphy
A bold, brand-colored blue Check-In Desk marked the entry to the the Official Launch Event for the Cats As Therapy Project at the Gansevoort Street entrance to the iconic High Line in the Meatpacking District.
As Guests emerged through the garden tunnel, a relaxing gargen oasis awaited complete with a working water fountain, product displays, and a interatctive “Wall of Pawsitivity” consumer engagement.
Signage consistanntly communicated the co-partnership logo lock-up and included a QR code directing participants to the campaign microsite.
