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18 岁的爷爷
案例简介：战略 每年 9月，日本都会庆祝 “尊重老年人日”，这是我们承认和认可前一代人的贡献和智慧的一天。我们借此机会帮助 Kal Kan 提高对高级猫现实的认识。 结果 在 750,000 个国家，176 的有机观点和曝光导致了无数的股份。在国内和全球范围内，超过 300 家媒体接受了采访，带来了百万美元的新闻自由。(20 倍投资回报率) 入选日本十大病毒式电影之一。 BriefWithProjectedOutcomes 在日本，猫的寿命比 2/3 的猫主人和高级猫的寿命长。尽管消费者担心，但我们不能在广告中宣称 “长寿” 是一种产品利益。 活动描述 据说猫的年龄比人类快六倍。为了想象这一点，我们拍摄了一个人回忆一只 18 岁的猫，由一个在人类时代具有同等年龄的人所代表，讲述他们一起面对的美好时光和艰难时光。通过这种互动，我们强调了照顾高级猫的重要性。 简要解释 概要 日本以其公民的长寿而闻名，但是由于生活环境和营养，它的猫也是世界上寿命最长的。他们的寿命仍在增加!事实上，每 6 只家猫中就有一只是高级猫。“培育猫的天性” 是 Kal Kan 的 (其他国家的威士忌) 推动品牌创新品牌系列并保持高水平营养平衡的全球理念，确保猫长寿健康，无论年龄如何，都保持猫的健康状态。 执行 我们推出了 “尊重老年人日” 的视频, 人们和社会最关心 “长寿” 的时间，并充分利用它来提醒人们他们年老的猫朋友需要的护理。
18 岁的爷爷
案例简介：Strategy Every September, Japan celebrates “Respect 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. Outcome 750,000 organic views and exposure in 176 countries resulting in countless shares.Picked up by more than 300 media outlets domestically and globally, resulting in USD1 million in free press. (20x ROI) Selected as one of top ten viral movies in Japan. BriefWithProjectedOutcomes In Japan, cats are living longer than 2/3 of cat holder lives with senior cats. In spite of consumer's concern, we can't claim “longevity” as a product benefit on its advertisement. CampaignDescription It is said that cats age six times faster than humans. To visualize this, we film a person reminiscing with an 18-year-old cat represented by a person of equivalent age in human years about the good times and the hard times they’ve faced together. Through this interaction we highlight the importance of caring for senior cats. BriefExplanation Synopsis Japan is well known for the longevity of its citizens, but because of the living environment and nutrition, its cats also live the longest in the world. And their lifespans are still increasing! In fact, 1 in 6 domestic felines are senior cats. “Nurture Cats’ Nature” is Kal Kan’s (Whiskas in other countries) global concept that drives the brand to innovate brand lines and keep to high levels of nutritional balance to ensure that cats live long and healthy and remain their cat-ness regardless of age. Execution We launched the video on “Respect the Aged Day”, the timing people and society is most concerned about "Longevity" and make the most of it to remind people of the care that their aging feline friend needs.
18-Year-Old Grandpa
案例简介：战略 每年 9月，日本都会庆祝 “尊重老年人日”，这是我们承认和认可前一代人的贡献和智慧的一天。我们借此机会帮助 Kal Kan 提高对高级猫现实的认识。 结果 在 750,000 个国家，176 的有机观点和曝光导致了无数的股份。在国内和全球范围内，超过 300 家媒体接受了采访，带来了百万美元的新闻自由。(20 倍投资回报率) 入选日本十大病毒式电影之一。 BriefWithProjectedOutcomes 在日本，猫的寿命比 2/3 的猫主人和高级猫的寿命长。尽管消费者担心，但我们不能在广告中宣称 “长寿” 是一种产品利益。 活动描述 据说猫的年龄比人类快六倍。为了想象这一点，我们拍摄了一个人回忆一只 18 岁的猫，由一个在人类时代具有同等年龄的人所代表，讲述他们一起面对的美好时光和艰难时光。通过这种互动，我们强调了照顾高级猫的重要性。 简要解释 概要 日本以其公民的长寿而闻名，但是由于生活环境和营养，它的猫也是世界上寿命最长的。他们的寿命仍在增加!事实上，每 6 只家猫中就有一只是高级猫。“培育猫的天性” 是 Kal Kan 的 (其他国家的威士忌) 推动品牌创新品牌系列并保持高水平营养平衡的全球理念，确保猫长寿健康，无论年龄如何，都保持猫的健康状态。 执行 我们推出了 “尊重老年人日” 的视频, 人们和社会最关心 “长寿” 的时间，并充分利用它来提醒人们他们年老的猫朋友需要的护理。
18-Year-Old Grandpa
案例简介：Strategy Every September, Japan celebrates “Respect 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. Outcome 750,000 organic views and exposure in 176 countries resulting in countless shares.Picked up by more than 300 media outlets domestically and globally, resulting in USD1 million in free press. (20x ROI) Selected as one of top ten viral movies in Japan. BriefWithProjectedOutcomes In Japan, cats are living longer than 2/3 of cat holder lives with senior cats. In spite of consumer's concern, we can't claim “longevity” as a product benefit on its advertisement. CampaignDescription It is said that cats age six times faster than humans. To visualize this, we film a person reminiscing with an 18-year-old cat represented by a person of equivalent age in human years about the good times and the hard times they’ve faced together. Through this interaction we highlight the importance of caring for senior cats. BriefExplanation Synopsis Japan is well known for the longevity of its citizens, but because of the living environment and nutrition, its cats also live the longest in the world. And their lifespans are still increasing! In fact, 1 in 6 domestic felines are senior cats. “Nurture Cats’ Nature” is Kal Kan’s (Whiskas in other countries) global concept that drives the brand to innovate brand lines and keep to high levels of nutritional balance to ensure that cats live long and healthy and remain their cat-ness regardless of age. Execution We launched the video on “Respect the Aged Day”, the timing people and society is most concerned about "Longevity" and make the most of it to remind people of the care that their aging feline friend needs.
18 岁的爷爷
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18-Year-Old Grandpa
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