Greenpeace and Mr President took to Twitter on International Tiger Day, recruiting famous internet cat sensations such as Lil Bub to help raise awareness of the plight of the 3,000 tigers left in the wild.
More than twice as many cat pictures are shared online than selfies, and so as well as a campaign video featuring numerous famous internet cats, Greenpeace and creative agency Mr President came up with a meme-maker so that the internet could get behind the cause and make shareable memes using pictures of their own pet cats.
The campaign highlights how internet trends can be harnessed to highlight real-world issues and causes, with an estimated Twitter reach of over 35 million and over 5,000 memes created so far.
Thea Hamren, associate creative director at Mr President, said: "We are overwhelmed with the positive response the campaign has gained worldwide. Within hours of launching, #CatsSaveTigers was trending on Twitter, and has already reached over 36 million people and counting.
"Being an experiment, it's blown all expectations when it comes to raising awareness of International Tiger Day and the tiger issue. Most importantly – it's reached a completely new audience for Greenpeace to call on for their continuous work and upcoming initiatives to Save the Tigers. Hopefully, this is only the beginning."
The Drum got behind the campaign, calling on the creative industries to send us their own cat memes, easily created using Greenpeace's meme-maker on the Cats Save Tigers website.
Here, we take a look at some of the best memes created so far by feline-owners across the industry.
Think you can do better? The meme-maker will be live for another few days so tweet us your submissions @TheDrum using the hashtag #CatsSaveTigers by Monday 4 August if you want to be in with a chance of being featured.
Margaret Wagner, CMO, Rapp
Rapp CMO Margaret Wagner brought on board her moggy to join the cause.
Justin Pearse, MD, The Drum Works
Justin Pearse's tabby is looking a little sad for his bigger cousins.
Graham Renwick, design director, Point 6
Jordan Platt, graphic designer
This peeping tom-cat has gone for the sinister approach.
Matthew Wyatt, designer, Radley Yeldar
....and this Jedi cat is ready to save the tigers.
David Gamble, founder and creative director, Hometown London
David Gamble and his adopted cat Emma got a bit militant with their meme. It certainly gets the message across.
Jess Laurence, freelance copywriter
Jess Laurence's cheeky feline friend Oscar snaps a selfie to show support.
Nadya Powell, managing director, MRY UK
Nadya Powell's kitty can't believe you didn't donate...
One of the Pumpkin PR team's cats poses for 'Playpuss' to help raise awareness.
Emma de la Fosse, CCO EAME, OgilvyOne
Emma de la Fosse warns of future houseguests.