Revolution flea & parasite protection wanted to act on research that showed indoor-cat owners were less likely to worm their pets than owners of outdoor cats, despite the need for protection being the same.
To counter this, the client’s creative agency came up with a campaign to dispel the most popular myths - the 9 lies - of cat ownership.
I wrote their audio campaign, highlighting the “9 lies” to promote the brand to owners of indoor cats, tackling a different lie in 9 separate spots. 2 of the 9 different “lies” creative are below.
It’s a bit dry, so I added a rhyming “poem” version of each lie to the campaign schedule, for added cut-through.