When Purina petfood puts on a show!
ATC – All Things Communicate supports the partnership between Felix® and superstar Robbie Williams with strategical assets
- BTL
- POS activation
- Outdoor
- Online amplification
- Trade
- In store & headquarter materials
- Tram dressing
- Gift box
- Leaflet
- Website
- DEM saga
"It's great to be a cat!" is the global concept based on an original song and on visual assets that seal the partnership between the British singer and the iconic cat Felix®. ATC - All Things Communicate was chosen by the Nestlé Purina Italia Group’s brand to adapt the in-store materials, as well as the B2B and B2C teaser messages.
It all started from the Nestlé Purina Italia headquarter, where ATC gave its own creative punch in dressing the head offices by combining the images of the two main characters to the key concept “Two legends. One show”.
At the same time, a series of EDMs has gradually revealed the identity of the international artist to the employees, engaging them in a fun quiz.
For consumers, the agency has worked on a set of POP materials to celebrate the prestigious collaboration inside the stores. These assets highlighted the key concept and encouraged people to find out more about the collaboration and the behind-the-scenes of the Robbie-Felix® duo.
Moreover, ATC was responsible for the creative development of the dressing of jumbo-trams in Milan, where the campaign’s mood could catch the attention of bystanders.
For the trade channel, ATC designed a mini-site linked to a contest with tickets to Robbie Williams' show as a prize; while additional materials - including a leaflet, a series of EDMs with clues about the celebrity's career and a specific gift box containing all teaser materials – were created for the press.
