Outlaws

Despite a law mandating cat sterilization in Brussels, overpopulation remains a serious issue, causing animal suffering and environmental impact. To raise awareness, we portrayed sterilized cats as reluctant outlaws. Because no cat wants to be a “bad cat” by breaking the law. Rolled out in 10 languages, the campaign reached over 2 million people and significantly boosted understanding of the mandatory sterilization rule. The project earned an Award of Excellence at the 30th Annual Communicator Awards but getting a nod from @joelapompe was the real win!