Our role was to craft a campaign that could do both – build long-term brand affinity with cat parents and deliver short-term performance through direct-response TV and social cutdowns.

The story is built entirely around Earl - a curious, charming cat who simply wants to enjoy healthy, tasty food (and the affection of their cat parent 😻).

Although the style is clean and modern, the animation was crafted frame-by-frame, allowing Earl’s movements to flow naturally and feel believable - a vital ingredient on such a minimal stage. But it also allows the balance of playfulness and realism to shine.

Other elements included:

• A distinctive voiceover to carry the core message, leaving Earl’s expressions and actions to hold the emotional weight.

• ASMR-inspired sound design - from chirrups to purrs - we wanted to capture the familiar interactions every cat parent understands. This additional sensory layer helps deepen the emotional connection.

• Flexible design for broadcast and digital platforms. It is short enough to connect in fast-scrolling environments, yet crafted to leave a lasting impression.

Chosen for both broadcast and social activation, “Meet Earl” stands as a clear example of how creative made for the heart can still drive results.

The campaign ran across linear TV and digital platforms, blending short-term performance goals with long-term brand-building. It delivered on Smalls’ immediate sales objectives, while creating memorable characters that stay in people’s minds.

The balance of brand-building and activation is a combination we explore further in our article on The Multiplier Effect - read it here