Felix, It’s Great To Be A Cat

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      Client
      Purina, Nestlé
      Craft's Role
      Full production managemen
      Industry
      Pet care industry
      Location
      EMEA
      Agency / Partner
      Craft Barcelona & FCB Amsterdam, AFG Europe
      Two Legends, One Stage!
      What we did

      Purina asked us to take the Felix brand to the next level, for it to become a more inspiring and visionary brand for all cat owners. To help them achieve this we produced a European-wide multi-channel campaign featuring Robbie Williams and Felix the Cat, across Meta, TikTok, a partnership with YouTube and FelixandRobbie.com.

      How we did it

      We were thrilled when we got the news that global superstar Robbie Williams would be singing and performing in the new Felix’ campaign. Felix IGTBAC (It’s Great To Be A Cat) combines the challenge of shooting with a celebrity: a limited number of hours to shoot 2’5 minutes pieces of fiction in a locked location and a mix of live-action shooting with animation. Robbie was set to perform ‘It’s Great to Be a Cat’ alongside the Metropole Orkest in Amsterdam to celebrate all aspects of Felix’s mischievous personality.

      Craft Worldwide

      Felix and Robbie team up to celebrate all things feline in Purina’s latest campaign.

      Image of Robbie Williams wearing a purple striped suit jacket, accompanied by Felix the Cat inside a circular frame. White text surrounding them reads 'Two legends. One stage.' with a call-to-action (CTA) to 'Catch The Show at FelixAndRobbie.com'.
      From concept to reality

      In the accompanying film, directed by Marco Grandia, Robbie co-stars alongside a cheeky Felix, playing second fiddle to the much-loved feline. We shot the main edit of the campaign and 2.5 minutes pieces of fiction all in one day! Once edited, we went into animation phase and post-production for a total of 5 months. The film premiere, which launched on January 25th 2023, was simultaneously broadcast across all 25+ European markets.

      Check out what happened during the recording session of the new hit song from Felix and Robbie.
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          Check out what happened during the recording session of the new hit song from Felix and Robbie.