Toronto's John St. seems to have a thing for cats. After creating a "cat video division" film that won the Internet last year, the agency is using a feline to make another important point about sustainability. For the World Wildlife Fund Canada, the agency promotes Loblaw's commitment to source 100% of its seafood sustainably by 2013, with Norman, the eco-warrior cat who has a vested interest in making sure his fish is going to be coming from an eco-friendly source.