O2 holds open 'cat casting' to find next star of Refresh billboard ad
O2 has held a ‘cat casting’ session to find the next cat to star in an upcoming billboard advert for its latest Pay Monthly Tariff Refresh campaign.
The cats were shortlisted to audition at London's Pineapple Studios after their owners submitted pictures of them smiling via social media. The cat who wins the title of ‘UK’s happiest cat’ will star in the next stage of O2’s £8m O2 Refresh advertising campaign, following its recent popular cat advertising.
The winner will be revealed on 21 May, alongside their advertising debut and will win a year’s supply of cat food.
The judging panel was headed up by celebrity cat lover Sarah Harding, cat agent and expert, Charlotte Wilde and O2’s head of creative Kat Ward-Smith.
Ward-Smith commented: "We’re looking for the cat with the biggest smile that can perfectly mirror the feeling O2 Refresh gives our customers. Every day, people up and down the country are adopting Cheshire Cat grins as they discover that their bills dropped because they’ve paid off the cost of their phone - saving an average of £216 a year. So who better to be the face of this fantastic tariff than the UK’s Happiest Cat?"
The panel was asked to judge the cats on how bright their eyes were, how soft their fur was, the length of their whiskers, their temperament and personality.