Prison cats, a military kitty and a mountain-climbing feline star in Sheba's documentary series

The Mars petfood brand worked with AMV BBDO on 'The Cats That Rule The World'

Published On
Nov 23, 2020

Editor's Pick

Mars Petcare's Sheba cat food brand is hoping to appeal to pet owners' insatiable desire for online kitty content with a branded mini-documentary series about some of the world's most amazing felines.

"The Cats that Rule the World," running on YouTube, was created by agency AMV BBDO on behalf of the brand and showcases cats like prison cats Galileo and Belle, who "rule" the Larch Correctional facility in Washington State; Izzy the military cat, who holds the title of Sergeant Major, and Denali, who climbs mountains with her owner. All three are designed to explore the power cats have over people and their deep connections to their human counterparts. The campaign encourages cat owners to share their thoughts on social media with the  #CatsThatRuleTheWorld.

The documentaries were all directed by Geoffrey O'Connor, an Academy Award nominee for a documentary on the Amazon, via Flare Productions. They're certainly more sophisticated fare than most of the cat video content that's generally seen online. 


Nov 23, 2020
Client :
Agency :
Creative Director/Screenwriter :
Nicholas Hulley
Creative Director/Screenwriter :
Nadja Lossgott
Agency Planner :
Emily Brydon
Agency Planner :
Lola Finney-Neves
Agency Account Team :
Phoebe Fielding
Agency Account Team :
Ella Dolding
Agency Account Team :
Alice Kassapian
Executive Producer :
Nick Godden
Media Agency :
PR Agency :
Weber Shandwick
Production Company :
Flare Productions
Director :
Geoffrey O’Connor
Director of Photography :
Dave Adams
Story Producer :
Gisele Lamarre
Producer :
Richard Ash
Post-Production Company :
Business Affairs :
Jane Routledge
Business Affairs :
Maxine Thompson
Title Music :
Universal Production Music
Music Composer :
Bob Golden
Music Composer :
Savvy Kat Music
Audio Post-Production :
Andy Humphreys
Audio Post-Production :
Bark Soho
Audio Post-Production :
James Radford
Audio Post-Production :
Radford Music
Titles :
Editor :
Matt Cascella
Editor :
Maia Lloyd

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