According to the cats in a new campaign for PetSafe’s ScoopFree self-cleaning litter box, humans are harvesting their poop and shuttling it to the moon in an alien conspiracy that appeases our otherworldly creators.
Brand invention agency Humanaut partnered with PetSafe for a follow-up to 2016’s Catspiracy campaign to promote the litter box – a hands-free device so effective at keeping litter boxes fresh and clean that the cats of the world are convinced it is proof of a global conspiracy wherein humans harvest cat poo for profit.
Catspiracy 2.0 picks up where the original 2016 campaign left off. In a new 15-second spot, a nervous feline narrator directs viewers to “Get the facts at Catspiracy.com.” In longer versions, the tabby and his paranoid pals expound upon their theories. Among them: Area 51 might actually be a real-life ‘Area No. 2,’ the moon (aka ‘The Night Ball’) is likely a giant sub-zero storage facility for poo, and aliens are probably in on it, too.
Campaign Title: Catspiracy 2
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Senior Integrated Producer: Tommy Wilson
Director of Content: Dan Jacobs
Account Supervisor: Michelle Sturgis
Creative Director: Andy Pearson, Liza Behles
Copywriter: Andy Pearson, Liza Behles, David Littlejohn, Alana Questell
Art Director: Nik Daum
Designer: Carrie Warren
Design Director: Stephanie Gelabert
Production Company: Humanaut Productions
Director: Dan Jacobs
Producer: Tommy Wilson
Associate Producer: Caroline Jewell
Director of Photography: Sean Webley
Post Production: Fancy Rhino
Post Producer: Katie Nelson
Lead Editor: Kyler Potter
Assistant Editors: Tyler Beasley, Matt Hadley
Colorist: Matt Hadley
Media: Redwood Inc.