Felix, It’s Great To Be A Cat

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.

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.

Felix, It’s Great To Be A Cat

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

Related Work

Microsoft & Invictus Games Foundation

Aldi UK

CaixaBank