Misu: Getaways

Context:
Cats are tender pets capable of accompanying us and giving us affection during the day. Being felines, they have nocturnal habits. Their activities occur at night while we sleep.
CONTEXT: In Venezuela, cats that live in family homes love to escape at night. GPS studies determine that, depending on the cat's personality, they can stray from their homes by between 500 meters and 5 km.
Goal:
To promote our Misu® cat food, we wanted to determine how much they do in the early morning and why they come home so hungry.

Insight:
It's a complete mystery to know what cats do at night. What do they do? Where do they go? How far do they stray from home?

Idea:
Misu Pet & Food Presents:
"Escapes"
We placed GPS devices on different family cats and determined what they really do throughout the night, uncovering the mystery. The cats themselves then created a series of graphics on the GPS map, which we turned into print ads, promoting why our cats arrive so hungry in the morning to eat Misu Pet & Food.