Virgin Mobile USA introduces the world to Catsies super-meme to celebrate the arrival of Samsung Galaxy S5

Virgin Mobile USA is celebrating the launch of the Samsung Galaxy S5 on its mobile service by introducing the world to the ‘super-meme’ Catsies.

Created by Mother NY, Catsies are a mix of what the internet does best – selfies and pictures of cats.

For the campaign shoot J.J. Adler of Tool and the Mother team created miniature sets of the most popular and topical settings used for selfies ranging from the beach, the bathroom, the gym and the bedroom with a mix of methods used to encourage the cats to shoot their own Catsies.

“Let’s face it…people love selfies and the Internet loves cats. Why not marry the two together into the next big thing? With the Samsung Galaxy S5 and Virgin Mobile’s unlimited data plans, cats can share their way to even more Internet fame, introducing Catsies,” said Doug Vosik, director, brand marketing at Virgin Mobile USA. Director J.J. Adler added that the campaign “really lucked out with our cats” and that they were “unafraid to really express themselves and take creative risks.” All of the Catsies submitted will appear of the Virgin Mobile Tumblr page and on the brands main website which will offer downloadable backdrops for those looking to shoot their own Catsies. Achievement in Catsies will be recognised with the first official #Catsie Awards, running from 18-25 June, with submissions to be made via Instagram, Twitter and Tumblr. The awards, which will promoted through a partnership with cat meme experts ‘I Can Has Cheezburger’, will be hosted by Nala Cat. Entrants will be judged on cuteness, creativity and personality with the grand prize winner becoming Virgin Mobile’s spokescat and awarded, along with four other prizewinners, a #Catsie pack which includes the Samsung Galaxy S5 and accessories from Nala Cat’s range of cat products.

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