Meet Maru
the box-loving feline with over 500 million YouTube views. Maru isn't just a cat - he's an internet sensation.
In this whimsically delightful project, I had the opportunity to collaborate with the internet's beloved feline superstar, Maru, for a unique promotional campaign for Uniqlo. Our mission? To bring an innovative, engaging, and downright adorable giveaway to life.
Set against the backdrop of Maru's homeland, Japan, we orchestrated a series of shoots capturing Maru's iconic love for boxes. The concept was simple yet captivating: participants played a game on Uniqlo's website, where the prize was determined by which box Maru chose to leap into – each box adorned with a different prize label.
Navigating the unpredictability of working with a four-legged celebrity, we executed numerous takes to amass a varied collection of Maru's box-jumping antics. The result? A seamless integration of these clips into the game, offering participants a randomized, Maru-picked prize each time.
This campaign wasn't just about cute cat jumps; it was a harmonious blend of creativity, technology, and a dash of Maru's whimsical charm, culminating in an experience that resonated with fans and shoppers alike. Plus, who could resist the sight of a fluffy cat determining the fate of your next fashion find?
BRAND ACTIVATION - CREATIVE DIRECTOR
2013 Silver Clio Award Winner
Meet Maru
the box-loving feline with over 500 million YouTube views. Maru isn't just a cat - he's an internet sensation.