Data Dumps
Petlibro
Your cat’s sh*t is full of 411. You just didn’t know it. Petlibro’s new Luma Smart Litter Box captures that data, turning every litter box visit into meaningful health insights. Our challenge? Get cat owners to look past the "ew", and discover the power of data insights. So we created Data Dumps. A campaign that transformed the least appealing part of cat ownership into something bold, entertaining, and impossible to ignore. Animated digital OOH featured hyper-detailed cat poops built entirely from data visualizations of 1s and 2s, literally turning waste into insight. For the holidays, we took it even further, bringing the idea to the streets of New York City with a digital Christmas tree powered by real-time litter box data. Influencer cats across the country helped fuel the spectacle and launch our charitable extension, the Give a Sh*t Donation Dump. In the end, we turned cat sh*t into purpose, data into delight, and a product launch into something people actually gave a sh*t about.
Chief Creative Officer & Co-founder: Laura Petreculli
Chief Strategy Officer & Co-founder: Graham North
Associate Creative Director: Sarah Sweeney
Associate Creative Director: Sophie Lichtman
Connection Strategy: Maria Santana
Executive Producer: Kim Chavez
Producer: Elizabeth Morse
Account Director: Ryan Toland
Animation: Mooje O'Brien, Clemens den Exter, Luke Davisson
PR: Colin Brown
Chief Creative Officer & Co-founder: Laura Petreculli
Chief Strategy Officer & Co-founder: Graham North
Associate Creative Director: Sarah Sweeney
Associate Creative Director: Sophie Lichtman
Connection Strategy: Maria Santana
Executive Producer: Kim Chavez
Producer: Elizabeth Morse
Account Director: Ryan Toland
Animation: Mooje O'Brien, Clemens den Exter, Luke Davisson
PR: Colin Brown