FRESH STEP

Cats get a bad wrap. Just think about the stereotypes: Black cats? They’re bad luck. Women who own cats? Lonely, single cat ladies. Homes with cats? Dirty.
These stereotypes may seem harmless, but they’re not: Only about 30% of all cats in shelters are ever adopted. Which is why Fresh Step made it their mission to make the world a more welcoming place for cats and their people. And why, to launch Clean Paws, they wanted a campaign that would challenge the stereotypes and encourage everyone to rethink how we think about cats.

Proof of Concept | Manifesto

Roomba | :30 TV

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