As proponents for self-adoration and all things feline, Mother NY were inspired to create ‘Catsies’, the cat equivalent of selfies - made easier through the use of the Galaxy S 5’s 16 megapixel camera, extended battery life and MILK Music service, an ad-free radio station ready to provide an appropriate soundtrack for all self-taken photo shoots.
For the campaign shoot, directed by J.J. Adler of Tool, the Mother team culled the most popular and topical settings used for selfies and recreated miniature sets ranging from beach, bathroom mirror, gym and bedroom - all perfectly sized for the featured felines. A mix of methods was used including everything from Rube Goldberg-type machines to furry toys, to get the cats to literally shoot their own ‘Catsies’.
“Let’s face it…people love selfies and the Internet loves cats. Why not marry the two together into the next big thing? With the Samsung Galaxy S 5 and Virgin Mobile’s unlimited data plans, cats can share their way to even more Internet fame, introducing Catsies.” says Doug Vosik, Director, Brand Marketing
"We really lucked out with our cats. Across the board, they were unafraid to really express themselves and take creative risks with their Catsies. Especially Honey and Cutie: they look alike, so they were very smart about posing in unique ways from one another to make sure there's no mistaking a Honey Catsie for a Cutie Catsie” says J.J. Adler of Tool
“There are no things more beloved/hated than cats or selfies so what better way to spotlight both than with the Samsung Galaxy S 5. The fact that the Galaxy S® 5 interface makes cat selfies completely possible makes it all the more amazing. And if the actors at the Oscars can do it, why not cats?” – Mother
All submitted ‘Catsies’ will live on Virgin Mobile’s Tumblr page and
main website, which will offer downloadable backdrops for all novice photographers - human or cat.
From June 18-25, the campaign will also unveil the 1st official #Catsie Awards, celebrating the finest achievements in Catsies. Taking submissions from Instagram, Twitter and Tumblr, the #Catsie Awards will give people an extra incentive to interact with their phone and cats. The Awards will be hosted by Internet celebrity, Nala Cat and promoted through a partnership with I Can Has Cheezburger, the foremost authority on cats and cat memes on the Internet. Submissions are pulled to a Tumblr site that acts as the hub for all things #Catsie. The entrants will be judged on cuteness, creativity, and personality. The grand prizewinner will be declared the Virgin Mobile spokescat and awarded, along with four other prizewinners a #Catsie prize pack, which includes the Samsung Galaxy S® 5 device and accessories from Nala Cat’s line of cat products.
Credits
Agency: Mother New York
Client: Virgin Mobile USA
Spot: Catsies
First Launch Date: Thursday June 12th, 2014
Media: Digital
Creatives: Mother NY
Strategists: Mother NY
Mothers: Mother NY
Agency Producer: Mother NY
Music/Business Affairs: Mother NY
Production Company: Tool of North America
Director: J.J. Adler
DP: Damien Drake
Executive Producers: Oliver Fuselier, Robert Helphand
Line Producer: Ritu Paramesh
Costume & Wardrobe Design: Cherish Cullison
Production Designer: Chelsea Oliver
Editorial Company: Arcade NY
Editors: Will Hasell
Animation & Post-Production Company: Arcade NY
Executive Producer: Sila Soyer
Post Producer: Cecilia Melton
VFX Supervisor/Head of CG: Tristian Wake
Final Grade & Finishing: Co3
Music Production: Sound Lounge
TV Mix: Rob DiFondi
