British milk company Cravendale has brought back Bertrum Thumbcat for Catnapped, part two of the dastardly plan for feline world domination. The campaign began in 2011 with Cats with Thumbs. Now Bertrum Thumbcat has enlisted a thumb-cat army of milk stealing, cunningly trained kitties, who kidnap and brainwash milkmen to help them get their paws on all the Cravendale.
The Catnapped story opens on a guy buying a bottle of Cravendale at his local shop. Seeing a delivery van, he starts to wonder what’s happened to all of the milkmen. They can’t have just disappeared. We then cut to scenes of a milkman being kidnapped by the cats and brainwashed in their secret lair to join their army of henchmen. Click on the image below to play the video.
Bertrum’s Thumbcat Army Facebook app
Bertrum has created the Bertrum’s Thumbcat Army Facebook app to recruit thumbcat comrades to join the cause, allowing human visitors to disguise photos of their cat and sign them up as one of his recruits.
The last week of September sees the launch of an on-pack promotion. Bertrum and his friends have been busy inventing ‘Epic Straws’ (Extreme Pilfering Instrument for Cravendale). Seemingly fun straws for kids – they are in fact milk-stealing devices. Ready for the thumbcats to use when the uprising comes. They cats have even made their own commercial to promote the straws on line. Look out for it on YouTube from 24th September.
The Catnapped campaign was developed at Wieden+Kennedy London by executive creative directors Tony Davidson and Kim Papworth, creative directors Sam Heath and Chris Groom, creative team Hollie Walker and Freddie Powell, agency producer Gemma Knight, production assistant Chloe Roseman, planner Theo Izzard Brown, account director Hanne Haugen and group account director Katherine Napier, working with Arla Foods / Cravendale director of milk and cream brands Mike Walker, senior brand manager Sam Dolan and brand manager Sophie Macaulay.
Editor was Ed Line at Final Cut.
Visual effects were produced at MPC by VFX supervisor Kamen Markov, creative director Jake Mengers, VFX team Stirling Archibald, Fabio Zaveti, Fiona Russell, Nicolas Seck, colorist Jean-Clement Soret and VFX producer Chris Allen.
Sound was produced at Wave Studios by engineers Aaron Reynolds and Joe Mount. Music was composed by Jan P Muchow at Robota Music.
Media planning was done at Carat.