I LOVE CATS. If you’re a cat-person, you’ll understand the many reasons why cats are so lovable (for their adorable personalities and endless hours of entertainment they provide). YouTube should be called CatTube and don’t even get me started on how many awesome cat memes are out there! #crazycatlady

Cat memes

The opportunity

When Meow Foundation, a Calgary cat-focused charity and humane society with a no-kill mandate, called us for creative and marketing help, you could imagine how excited we were [insert heart bursting emoji]. Art director, Shauna Hartsook, described the opportunity as a “dream job” [insert hands clapping emoji].

Since 2000, MEOW Foundation has been rescuing and facilitating the adoption of stray and abandoned cats into new, loving, permanent homes. In addition to their Rescue and Adoption program, MEOW Foundation offers a subsidized Spay/Neuter Assistance Program (SNAP)Cat Food Assistance Program and Trap-Neuter-Return (TNR) Program for cats living in the Calgary community.

By taking a humorous and lighthearted approach, we created a campaign for 2016 around the idea that everything is better with cats. To help generate support from the public, we created a betterwithcats microsite, advertising on public transit (your commute home made better with cats), and large life-size cat stickers for shop windows – all promote the hashtag #betterwithcats.

Uppercut donated additional hours to help extend their small budget for this “good for your soul” project.


betterwithcats window sticker

Advertising on public transit.

More about the project