Problem: Cat owners are vaping in front of their cats.

Big Idea: When owners are vaping around their cat, their cat is vaping too.

Execution: Collaborate with the Truth campaign to launch a fake product roll-out of vapes made specifically for cats, complete with cat-friendly packaging and Whiskas-inspired flavors to show the absurdity of vaping in front of cats.

Art Direction: Ava Horigan

Copywriting: Sophie Davis