Moggie Understanding Humans
- Role
- Concept Creative Direction Art Direction
Moggie turns a cat’s daily behaviour into data that can help owners notice changes in its health. The challenge was to launch a complex piece of pet technology without making it feel clinical. Understanding Humans reversed the usual product story: instead of asking people to understand the device, it let cats explain what humans continually get wrong about them. This cat’s-eye view carried through the film, social content and Kickstarter launch.
A cat’s point of view
Most pet-tech launches lead with what the device measures. Understanding Humans focused on why those signals matter. From a cat’s point of view, every unexplained change in behaviour could be a message its owner is missing. That thought became the campaign’s organising idea.
From film to launch
The film became the campaign’s emotional centre, with the same point of view extending into social content, product communication and crowdfunding. Every execution returned to one clear promise: helping cats make themselves understood.
Kickstarter
The £10,000 target was reached in 72 hours. The campaign closed at £33,897 from 303 backers.
Credits
- Agency
- This is Libre
- Director
- Dionisio Naranjo
- DOP
- Oriol Vila
- Production
- Harry