Claws Out For Internet Censorship

Posted on 18 August, 2014

Cats. They’ve had a disdain for dogs since the dawn of, well, domesticated pets. But if there’s one thing that’s going to get a cat’s back up more than a dog, it’s dirty rotten internet censorship. For the cat has become the undisputed king of the net. The star of a million memes and virals. And without this endless supply of cat pictures, videos and looping GIFs the internet would be a far worse place indeed.

But a cat-less internet is the sad reality in some countries.

The places where power-hungry regimes seek to stifle their citizens’ freedom of expression, and access to cat content, by censoring the one thing that should be for everyone. No Facebook, no Twitter, no Instagram, no Youtube. It’s a world where the words ‘keyboard cat’ are sadly meaningless to millions.

But now, the cats are fighting back. And in force. Thanks to The Pussycat Riot campaign, which we’ve created for our VPN client Hidemyass.com.

Led by a brave band of celebrity cats – including Nala, Princess Monster Truck, Jarvis P. Weasley, Henri Le Chat Noir and Stitch – The Pussycat Riot exists to name and shame those rulers and governments that restrict the internet, all the while creating a groundswell of cat support from across the world and raising money for the charity Index on Censorship.

This week, to announce the intentions of The Pussycat Riot in no uncertain terms, we launched the world’s first ‘cat protest products’, which include eerily lifelike scratching posts of Vladimir Putin and Kim Jong Un, as well as litter trays bearing the faces of infamous internet censors.

Now, it’s fair to say that in the days since we launched the cat protest products to the world, it’s gone a little bit viral… and a little bit crazy. Not only have we been featured on these shores in the Daily Mail, Daily Telegraph (here, here and here), Daily Mirror, The Sun, Daily Star, Evening Standard, MSN and Channel 4′s The Last Leg (Which resulted in Carrie Fisher / Princess Leia’s dog showing a knock-off Putin post what he thought of internet censorship), but our satirical products have sent a cat-fronted anti-censorship message around the world and back again, with wonderful coverage in USA Today, Bild, Buzzfeed USA, AOL, Herald Sun, Huffington Post, Zeitjung, Handelsblatt, The Frisky and far too many more to mention here in Korea, Russia, Turkey, Canada, USA, Eastern Europe and South America.

Meanwhile, on Twitter we’ve seen thousands of tweets flying in from all the place, with users retweeting and posting links to coverage and showing their support with the hashtag #thepussycatriot. And that’s without mentioning the website (www.thepussycatriot.org), which has seen traffic and orders of protest litter trays go through the roof, the Instagram page, which has rapidly become a substantial visual archive of cats showing their support for #thepussycatriot (the pic of Nala below wearing The Pussycat Riot beret generated over 54,000 likes in a couple of hours), or the YouTube video, which has amassed over 12,000 organic views in the space of a few days.

All in all a rather terrific start to the campaign, but the cats have a long way to go yet if we’re to bring down internet censorship. Watch this space…

18Aug

The Weather Pawcast

Posted on 25 July, 2014

David Haye presents the weather for dogs. We’d say more but we’ll leave that to the unlikeliest of chihuahua superfans himself to explain.

After seeing the Hayemaker meting out meteorological advice to the nation’s dog owners for MORE TH>N Pet Insurance, the press and social media were only too happy to spread the word, with the video receiving over 10,000 organic hits in a matter of hours and 2,400 clicks through to the MORE TH>N website.

Meanwhile, the social media reaction to a heavyweight boxer presenting the weather for dogs saw Twitter reach exceed 1.2m and social engagement peak at 6%. Then there’s the press coverage which was safely secured all over the shop: Daily Mail, Daily Express, i100, Evening Standard, Daily Telegraph, AOL, and around 60 regional newspapers all over the UK.


25Jul

Commonwealth Cocktail

Posted on 17 July, 2014

Next week sees one of the world’s biggest sporting events, the Commonwealth Games, touch down in Glasgow, with more than 6,000 athletes and hundreds of thousands of visitors descending on the city for the festivities. To help our client, Glasgow City Marketing Bureau, mark the occasion, and promote Glasgow’s bustling bar and restaurant scene, we teamed up with Glasgow mixologist Mal Spence to create a record-breaking cocktail containing more ingredients than any other drink in the world. 71 to be precise – individually sourced from each and every nation participating in the Commonwealth Games.

The cocktail’s exotic ingredients range from Tanzanian cloves, Belizean dragonfruit and Malaysian galangal to the more familiar English red apple and Scottish wild strawberry, making ‘The Commonwealth Cocktail’ the perfect way to taste the best flavours of Africa, Asia, Oceania, Europe and The Americas in one sip.

News of the Commonwealth Cocktail spread quickly around the national and international media. Aside from terrific online write ups in Daily Telegraph, New York Daily News and The Washington Post, the 71-ingredient cocktail was also enjoyed live on This Morning by Eamonn Holmes and Ruth Langford – not to mention being guzzled by Deputy PM Nick Clegg on Channel 4′s Sunday Brunch.

17Jul

A Fist Time For Everything

Posted on 26 June, 2014


The fist-pump. As far as sporting celebrations go it’s one of the more understated. But thanks to its liberal and emphatic use over the years by the likes of Nadal, Sharapova, Murray and even ‘Tiger’ Tim Henman it has become the de facto gesture of accomplishment in world tennis, employed by everyone to celebrate a point, game, set or match won.

Now, however, the humble fist-pump has entered the annals of sporting history for another reason entirely: it’s the first celebration in any sport, in any part of the world, to become the subject of its own sponsorship deal.

Indeed, this week we made our client Three the official fist-pump sponsor of British No. 5 tennis player, and Wimbledon hopeful, Tara Moore. Not only did it represent the first time that a hand gesture has been sponsored, it was also the first time in the history of sport that a professional player’s limb was the subject of a commercial deal.

Additionally, every time Tara, 21, fist-pumped during a match at Wimbledon, Three donated money to the charity Rally For Bally, set up in memory of Elena Baltacha. And although Tara came agonisingly close to making it to the second round, her valiant efforts have seen £3,921 raised for charity.

The world’s first fist-pump sponsorship was arranged to announce LG’s new flagship G3 smartphone becoming available on Three. Among its many groundbreaking technological feats, the new G3 device features an innovative front-facing ‘selfie’ camera that is activated by clenching one’s hand into a shape much like the classic fist-pump.

Tara’s sponsorship became the talk of SW19, and just as Tara fist pumped for every point won, so did we for each piece of coverage secured, with over 50 articles generated in the space of 48 hours, including HUGE pieces in the Daily Mail (twice), The Times, Guardian (twice), Daily Star (twice), Metro, Sun, Daily Mirror, Mirror.co.uk, Mail online, dailystar.co.uk, guardian.co.uk, Mail online again, Eurosport and many, many more – all of which were topped off by a rather nice post-match interview with Tara on BBC1.

26Jun

Excess Braggage!

Posted on 23 June, 2014


As countless jet setting celebs have proven over the years, if you want to turn heads at the airport there’s few better ways than to strut around unashamedly with trolley-loads of excess baggage in tow. But now there’s a completely new kind of shameless suitcase statement for travellers to make – and it has been tailored specifically to today’s generation of sun-seeking social media show-offs.

Said suitcase statement takes the form of the world’s first-ever ‘braggie’ suitcases, which we created for our lovely new client Three. The in-your-face suitcases give the selfie-obsessed the chance to have their favourite holiday selfies, belfies, ‘hot dog legs’, poolside poses, plane wing pictures and sunset snaps splashed all over their luggage to wheel around the airports and hotels brazenly this summer.

We gave the nation its first glance of the braggie suitcases by holding a glamorous photo shoot with serial social media travel bragger Kelly Brook… and a private jet. Brook, 34, effortlessly breezed through the airport with a matching luxury suitcase set adorned with her favourite holiday pictures of, erm, herself.

The story of Kelly Brook and the world’s first selfie suitcases cleaned up in the media with not one but FOUR articles on the Mail Online (here, here, here and here), as well as a full page in the Daily Star and equally big write ups on the Daily Star online, Mirror online, OK! online, Metro, Handbag.com and Good Morning America.

The braggie suitcases were launched as part of Three’s new #HolidayBraggie competition, which is encouraging people to send in their best holiday brag to be in with a chance of winning a holiday to one of Three’s 16 Feel At Home destinations – not to mention a personalised braggie suitcase to travel there and back again with.

23Jun

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