MJAU

CATS DO BREAK THE INTERNET.

The Swedish cat food brand MJAU wanted to raise opinion about how we as a society value cats compared to, for example, dogs. The project was based on the fact that, in Sweden alone, there are over a hundred thousand stray cats. Abandoned by their owners, they have to fend for themselves. 'Sure,' we said, 'let's do that. What's the budget?' 'Well,' they said, shifting uncomfortably, 'there is none.'

However, it would turn out that breaking the internet is fairly easy. Just create a #hashtag and some upsetting content about cats. 

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